Musical Ads, More Tads

It’s a normal day and you decide to watch a horror movie. Not being sure what to watch, you decide to look at trailers first. 3 minutes of intense orchestra music and the thrill, and you decide its not the mood you are going for.

You switch to normal television and while flipping through channels, you come across an advertisement for sports shoes. You stop at this channel because of the upbeat and catchy music in the background and then decide to listen to some pop music instead.

Anything that you watch or listen to, music will always be the one creating a connection with the audience, through mood.

Without music supporting the main message in an ad, you are most likely to tune out and not remember the emotions conveyed and how it made you feel.

Likewise, in advertising music helps contribute to the brand image, and connect with consumers, like you.

Choosing the right music to communicate a message is always important wherever it is applied. For example, you wouldn’t come across a song about heartbreak in an ad for Nike, as it isn’t an appropriate choice.

You might think that while watching an advertisement if a current hit song is playing in the background you would enjoy and remember it more. You’re wrong.

Using a captivating song that isn’t very common draws more attention as it is more likely to be memorable and seem new towards the audience.

Choosing a song from the top charts takes attention away from the ad and more to the song, where people like you would be singing along to it, and because it would have been played in the radio multiple times that the audience might get annoyed from it.

Lyrics is an element that should be related to the ad otherwise it could leave the audience confused.

To test out the importance of music in advertisements, I searched for 2 ads about cars with different types of music in the background and made a survey to see the responsiveness of people towards each ad:

For each of the responses, there was an opinion on both sides of the argument, relating to the relevance of music in the ad.

To sum up, it is an important aspect and strategy to be used by brands within their advertisements as well as branding, and that creating a relationship is necessary in order to persuade them into consuming a particular good or service.