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Music in advertising refers to music integrated into mass media electronic media advertisements to enhance its success. Music in advertising affects the way viewers perceive the brand by different means and on different levels, and "can significantly affect the emotional response to television commercials." It also affects the musicians whose music is featured in advertisements.
Music serves the function of making a product more memorable to viewers, as it is known to "linger in the listener's mind." When used in an advertisement, the content of the ad lingers along with the music. Easily recognizable music is put in television ads to produce a "significant positive relationship with recall and comprehension" for the viewer. On top of this, "recall of information is improved when cued with a well-known song."Allan, David. "Effects Of Popular Music In Advertising On Attention And Memory." Advertisements strategically use popular music to make a lasting impression on viewers.
The ability to be able to attract a consumer to a product usually requires an advertisement to be presented memorably. Whether it be in a catchy, recognizable song or with loud, vivid colors, and effective commercial or advertisement must come across fantastically for the consumer to consider taking a product into account. The viewer must be drawn to the advertisement for the product to be remembered later. Music is the number one way for companies to entice a consumer or buyer, usually spending up to half of a million dollars to create commercials that will stand out to the public. In this, it includes using popular music that appeals to younger audiences, celebrities and musical artists that many can recognize, and star athletes that many look up to. "Picture-word congruency was found to enhance verbal recall when the picture does not evoke distracting imagery." Music has a great part in drawing in a consumer to consider an item for purchasing, but visuals tend to enhance the advertisement for later recall. In times where both lyrical and visual advertisements are presented, it brings positive invocations to the viewer and memorizing certain products becomes more effective and easier for future recall. Studies have been conducted to compare various elements of "stimulus congruency" that prove how higher volume advertisements turn the eye and make products more appealing. Through this, companies become more involved in how to boost their products through musical advertising for the benefit of the message applied. It becomes easier to target younger people, seeing as that their ability to memorize words of a song faster and therefore creating commercials and advertisements that trend worldwide with their specific musical taste.
Contemporary advertisers must overcome the viewer's innate skepticism, which developed over the years through desensitization. Music can provide a message without the customers consciously noticing it; in other words, they are "uninvolved, nondecision-making consumers rather than cognitive active problem solvers."
Music can create different moods and sway people of different groups into thinking or feeling certain ways. The different tempos, time changes, pitches, and content of the music can target anyone or many groups of people the advertiser may be trying to reach.
Often, music in advertisements shows a viewer what a product is before the advert states it. According to Linda M. Scott, "Studies of advertising music share an underlying theory in which music is an effective background component that causes attachment to the product without the cognitive involvement of the viewer." Music can create a bond between a viewer and a product, which is why it is considered important for advertisers to choose the right music for their target audience.
Credibility has two key components: trustworthiness and expertise, which both have objective and subjective components. Trustworthiness is based more on subjective factors but can include objective measurements such as established reliability. Expertise can be similarly subjectively perceived, but also includes relatively objective characteristics of the source or message (e.g., credentials, certification or information quality). Secondary components of credibility include source dynamism (charisma) and physical attractiveness.
Credibility online has become an important topic since the mid-1990s. This is because the web has increasingly become an information resource.
Entertainment-"It simply draws attention to the advertisement or to the product. In this case, the music in the advertisement does not necessarily need to have anything to do with the product"(Andersen 260). The entertaining part of an advertisement is one of the most crucial steps to getting customers to buy the product. Music brings a certain flavor to an advertisement, without the music the ad would seem bleak. Music can create emotion and motivate people. When paired with the right ad music can make a person associate the product with a certain feeling enabling them to go purchase the product.
The same can be said for Advertising. Generally, people are familiar with Nike, Puma SE and New Balance. A fairly new shoe company would have to work harder to gain customers. If a person/company is virtually unknown, they must create a sense of trust, believability in themselves and their product. People need to see evidence that the person/company can be trusted. The well-known person/company has to live up to the previous expectations and not disappoint those who have shown up to see them speak and possibly purchase the product. The advertising and marketing industry calls this brand management.
On the other hand, the use of music in advertising, especially on platforms such as social media or television, are seen as less credible compared to advertisements that lack music and are placed in newspapers or articles. Consumers tend to have a more positive attitude towards commercials that supply accurate and relevant information about a product or a service that the consumer desires. Consumers rely on the credibility of what's being advertised so for them to trust in the advertisers' message or product there has to be solidified evidence for it.
On the other hand, "by contrast, today advertisements represent one of the best opportunities for many musicians to gain access to mainstream markets." So, a musician having his or her song used in a popular ad may contribute to the success of that song.
Music "transfers its attributes to the story-line and the product, it creates coherence, making connections that are not there in the words or pictures; it even engenders meanings of its own ... the music interprets the words and pictures."Nicholas Cook "Music and Meaning in the Commercials", Popular Music, 1994, vol. 13, nr. 1, p. 38 A brand's, product's or service's value is enhanced by the connection to music. It adopts meanings which are inherent in the music because "the object itself is not enough to sell it; it must also be linked to some sort of personal meaning, the very essence of ."Bethany Klein "In Perfect Harmony: Popular Music and Cola Advertising", p 4 That means that a brand or product has to pick up some kind of connotation that is added by the music. Also, a certain artist can change or shape an advert so that it fits a certain target group. "Advertising is not about what the product does but who the consumer is"Bethany Klein "In Perfect Harmony: Popular Music and Cola Advertising", p. 6 and so advertisements have to find a good balance between adopting meaning from a used musical piece or artist and providing context in return to become authentic. Both the music and the advertisement can benefit from this symbiosis. There are artists and music bands that became famous through having their music inside of adverts which can in return mean to sacrifice their music to the brand.
"The joining of music culture, through either a licensed track or the appearance of an artist, with a product or service in a commercial brings new connotations to both artist and and company while naturalizing the relationship between the two. The value of articulating popular music to a product can be seen as especially important to advertisers competing with products similar, if not identical, in use-value."Bethany Klein "In Perfect Harmony: Popular Music and Cola Advertising", p. 5
In 1934, "Muzak", which is best known as the leader in business music, was founded. "Muzak" is a company brand of background music played in retail stores and other companies. In 1944, the first television commercial jingle "Chiquita Banana", was broadcast across movie theaters. The jingle is described as catchy and informed the audience in various ways they can consume a banana. In the 1970s, Ronnie Bond, a jingle writer, created popular jingles such as Brank Flake's "Tasty Tasty, very very tasty" and Coco Pops' "I'd rather have a bowl of Coco Pops." In the 1980s, children became the targeted audience for advertisers, advertising children's toys during cartoons. Up until 1985, the movement of the "jingle" ended, advertisers shifted to more developed and structured full-fledged songs for advertisement. In the 1990s, now television breaks have extended 12–15 minutes per an hour-long program. Eventually, in the 21st century "jingles" made a comeback because jingles are catchy, causing the audience to associate the jingle with the product being advertised. Over the years, the use of music in advertising has not changed dramatically, it has just become more modernized and influenced by society's needs.
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