The Relationship Between Music and Advertising

Music and advertising are two of the most common forms of media that combine to create a powerful effect. The power of music can make people feel various emotions. This is why it’s widespread for companies to use it in their advertising. Although it’s not exactly clear how music affects our brains, it does suggest that there have been efforts to study the effects of various musical styles and notes on people.

Why is Music So Important in Advertising?

Why do commercial ads use music?

Researchers have found that when processing music, our brains utilize the same areas responsible for emotion and memory. They believe listening to a specific note or song can evoke a particular reaction in our brains. The human brain can associate certain musical genres with specific objects or individuals. Through music in commercials, advertisers can associate certain sounds with their brand and help viewers identify with it. Even in online casinos, there is a specific type of music to keep gamblers playing and betting on Hellspin Online.

Another study shows that music in advertising is associated with long-term memory encoding. In other words, how music is used in advertising can enhance the viewer’s memory when it drives the action in the ad. This is why brands often choose tracks with lyrics or a tempo that matches what’s going on the screen.

Watch in this Save The Music advertisement created in partnership with LG Phones how the tempo of the music helps drive the action. There is no “average” when it comes to a music advertisement. Marketers have experimented plenty with different tracks over the years. Some have been more effective than others.

How Can You Use Music in Advertising?

Music and advertising go together, but it’s not enough to choose any song and hope it sticks. Few advertising campaigns reach the status of “memorable.” The vast majority of music advertising is forgotten as soon as the viewer sees it. To create a musically commercial brand, it’s about experimentation and hitting all the right notes. Here are some ways music advertisement can be utilized, as well as some examples of music in advertising to illustrate how it works in practice.

Evoke Emotion

One study showed that a shift from major to minor keys creates a sense of sadness and melancholy. Nowhere was this demonstrated more powerfully than in the ASPCA advert to stop animal cruelty. This campaign utilized Sarah McLachlan’s “Angel” to send a strong message back in the late 2000s. Animal shelters and other animal rights groups often use slow, melancholic songs in a similar vein to create that specific emotion.

Define Your Brand

Chevrolet wanted to define its brand as tough and rugged. The goal of its marketing campaigns was to create a view that not only are their trucks tough and rugged, but so are the people who drive them. The organization brought in Bob Seger to appear in their commercials. The campaign was so successful that Bob Seger’s “Like a Rock” became associated with the brand years later. It’s yet another example of how music and advertising can not only become a vehicle for a brand but can alter the perceptions of that brand as a whole.

Improve a Storyline

Storylines are a significant part of any memorable music advertisement. They encourage people to watch and, occasionally, get people excited to see the follow-up. With only 30 seconds to tell a story, it’s a challenge for brands to do this effectively. Extra Gum executed this perfectly with Haley Reinhart’s cover of “Can’t Help Falling in Love.” This 2015 ad follows a high school couple’s senior year in just a few seconds, with the sweet, minty taste of youthful innocence being placed front and center.