Marketing Music Essay

Question: Why do brands use music in advertisements?

Word Count: 1040

KI NO: 1037349

Name: Tosif Baig

Music plays an important role and a key aspect when used in advertising. Jingles, tuned catchphrases and music remain ever-present both consciously and sub-consciously, the aura of music is widely used across all fields of brand advertising and has been extensively used through decades of advertisements. This essay will attempt to analyse and subsequently evaluate as to why brands use music in advertisements, with a principal emphasis on conditioning.

Research clearly suggests that although the use of music has no direct communicational effect on the receiver, it is of high importance when attempting to gain attention and create retention. A Branthwaite & R Ware’s (1997) extensive research on the role of music, reports that music does not help brand understanding but enhances brand familiarity. Based on the research, brands do not attempt to convey a message or understanding whatsoever through music. But however use the effect of music to create a mood, pace or energy amongst the receiver, music is intended to make the advertisement more attractive and appealing. Music acts almost as a bridge between product and receiver, subtly being heard and connecting the whole process together. Whilst undergoing IMC strategy, the creative will incorporate processing as a means of their strategy. Processing is method by which, brands will use (music) something over and over again to overcome ‘noise’. Through the repetition of brand noise, viewers are able to create links between music, sound and brands. ”. Neuro-biologists DeMarcio (2006: 143) had an expression that accurately reflects the analysis whereby he stated “we hear even when we are not listening”. Brands use this concept of processing with music during their advertisements, because it attempts to increase perceptual interest with the brand itself....