Music and advertising have gone hand in hand for decades, but what do advertisers look for? We find out.
On lazy Saturday mornings as a child, I could fondly remember my hazy eyes being glued to the television screen as the sun began to start its daily happenings.
Memories remain of catchy tunes and infectious melodies produced by many commercials during the show breaks.
Music compliments commercials, marketing, and advertisement in several ways.
The effects of music have been used to sell products for centuries.
From the black and white television shows of the 1950s to the high quality, modern commercial ads kindly interrupting our YouTube experiences, commercials and music have maintained a strong mutual relationship.
Big brands such as Starbucks, Coca-Cola, and even McDonald’s are known highly for their products.
As these companies create global loyal customers and brand advocates, music can indeed heighten the brand’s experience and create an impactful brand aesthetic creatively and more efficiently.
But does music truly make advertising more successful?
In today’s television experiences ads are becoming more daunting and crazier by the minute.
Companies throughout the world put much energy and finances into portraying memorable commercials to attract various buying opportunities.
Additionally, the consumer has become more impressionable as viewers have developed ethical and more factual expectancies surrounding products and their usage.
That being said, catchy music may not be a defining component to product selling compared to previous years.
However, the power of music still shows prominent benefits to the world of advertising.
From creating moving messages to sending out calls to action, music can dramatically change the way consumers experience an ad.
Here are a few elements that music creates to enhance commercials!
Evoke Emotion
According to ChatterBuzzMedia.com, one of the reasons commercials use music is its ability to evoke a wide range of impactful emotions.
Various research has concluded that music paired with instinct and science greatly impacts a consumer’s ways of thinking.
For example, if a dog shelter commercial was narrated with happy electronic music, the efforts and initial purpose of the commercial could go unnoticed.
However, if the dog shelter commercial would portray starving sad dogs desperate for homes attached with sad, somber music, more likely viewers would feel inclined to respond more urgently.
Although it can sound a bit manipulative, advertising’s sole purpose is to get the consumers to become immense in its brand’s world and products.
Create a Unique Story
A commercial or advertisement often leans on its ability to tell a story.
Why? Stories are strong relatable entities between audiences and the brand or product.
Through impactful storytelling, music plays a crucial role in the storytelling process.
Whether the audiences acknowledge the music or not, many television shows and movies use the same elements to portray particular emotions within parts of the stories being presented.
Continuing the pet example, many pet food commercials have happy or joyful music to show the happiness of being a pet owner, along with the happiness the pet obtains when eating food!
Songs such as Fly Me to the Moon by Frank Sinatra or pop sensations Lizzo’s hit Good As Hell has been known to aid the storytelling in countless pet food commercials.
Music Makes Us Take Action
Through many historical parts of the world’s dynamic human lifespan, songs have been created to spark strong change within varying communities.
Nina Simone’s Young, Gifted, and Black was a prominent song inspired by the American civil rights movement of the 1960s to inspire and unite people of color to fight against social injustice.
For some businesses, music is used in the same way.
Commercials that want to promote, advocate or take a stand on a subject matter are highly paired with music to promote actions needed to be taken towards the causes.
Music Can Reinforce Promos and Sales
Through sparking action or arresting a story, kinds of music impact of pushing a brand into popularity are crucial.
Brands will music certain music genres to attract their target audiences.
For example, electronic music in advertising is usually used to attract a younger audience and more pleasant, traditional music is used for a more mature audience.
Various Researched has concluded that artists such as Selena Gomez, Jessie J, and Skrillex are mainly used in commercials for products geared towards 13 years of age and under.
The Doors, Tony Bennett, and James Taylor are preferred by 64-year-old consumers to attract them to products of their demographic.
Artists such as Taylor Swift, Bruno Mars, Katy Perry, and Beyoncé are favoured by both age brackets of target audiences.
Through reinforcing the brand, music can set the tone for the audience being reached and could create an entire buying experience for the target consumer.
We have all encountered catchy music on television that later develops the classic earworm (music tunes that get stuck in your head) .
This catchy song was made solely for that reason.
Studies have shown that consumers who create a connection with the melody and tune of the commercial were more likely to be interested in the brand, furthering a customer’s decision-making process.
So, whether it’s a popular song, sad song, a catchy tune, music is a brand’s best tool for creating brand experiences.
The bedtime you are watching Movies, watching Saturday morning television with sugary cereal, or watching YouTube videos notice how you react when the music is being played through the commercial. You will be surprised at just how impacted music can be.
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