StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Influence of Music in Advertising - Report Example

Cite this document
Summary
This report "The Influence of Music in Advertising" focuses on the use of music in marketing and advertising. Advertising and marketing across different media rely a great deal on music and dance. Both art forms that appeal to the soul, music is often described as the language of the heart. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER92.9% of users find it useful
The Influence of Music in Advertising
Read Text Preview

Extract of sample "The Influence of Music in Advertising"

Music Sells – The Influence of Music in Advertising Introduction It is indeed a wonder that advertising and marketing across different media rely a great deal on music and dance. Both art forms that appeal to the soul, music is often described as the language of the heart. A person who understands none of the language in which the commercial advertisement is will still be able to enjoy and relate to the theme music of the advertisement and know the product by its signature tune. The use of music in marketing and advertising is the focus of my paper today and therefore, it is only natural that the paper holds the title, “Music Sells”. Music as a selling tool has been in the advertising industry from quite some time. From ballads to hard rock, brands have heavily relied on the popular appeal of music genres raging in the market. The main focus has been to make an appeal to the target audience through musical marketing. It has been long agreed that music’s presence in advertising has a favorable, psychological impact on the audience. Studies have revealed that choice behavior of humans is often influenced by the ambience in which he has to make the choice, which can be suitably modulated using pleasant or unpleasant music (Gorn, 94). Indeed classical conditioning (Hecker, 5) created using music has become a topic of intense study in the past couple of decades, giving rise to newer and better advertising opportunities for businesses. We break the study in the following sub-heads to make it easy to relate to the numerous aspects of music based selling of products. Programming & Target Marketing : An important aspect of determining which type of music will have the best possible impact on the buyers is the determination of the target audience and the program timing at which the advertisement is scheduled to be telecast. Different kinds of advertisements are shown on the television and are programmed for breaks in between soaps, cartoons, prime time and sports hours of the channel. There are specific advertisements to be used during commercial breaks in between news hours and so on. Therefore, the theme of the advertisement is decided by the target audience and the timing of the programs that these audiences are expected to watch. Numerous surveys are conducted to decide the TRPs of programs and those with high popularity are the ones in between which advertisers want to telecast their brands. Music chosen for a kid’s toy or kidswear brand will be more light and funky to have an appeal to the children who are watching the commercials in between cartons. Gadgets, dresses and consumer items targeted towards the teenage crowd and the youth have hip-hop, rock, or light music backgrounds. An ideal case is the iPod advertisement by Apple which used Jet’s Be MyGirl track to make a mass appeal to the young and the hip buyers. The advertisement had an instant appeal and not only did Jet suddenly see his track growing in popularity, but Apple also saw a huge rush of young buyers who wanted iPods to be a part of their every move, be it in dance or otherwise. Moving on to serious settings in between news hours, you either have suave music or no music television advertisements hitting your screen. Mainly clothe-line advertisements for office going men and women are telecast in this section. Advertisements with social and family messages are also relayed in these slots as serious audiences watching news take in not just the message but also the product favorably. So, from creating the advertisement to scheduling its telecast slots, every bit of target marketing governs the type of music that is to be used in these television commercials. A highlight example in this regard is the use of Spandau Ballet in the Chevrolet Malibu Eco TV Spot, in which the highlight features of the car are alternated with the lyrics of the famous ballet. As a result, the viewer is not only humming the lyrics of the famous ballet but also getting to repeat the features of the car as in the jingle. It is only natural that followers of the ballet will be only more inspired to buy this car than other cars. Age & Gender : An important factor that decides the type of music used in the commercial is the age and gender of the target audience. For example, following from the case of children’s clothes and toys, the music for a Barbie doll commercial targeted at little girls is starkingly different from a GI Joe. Similarly, talking of age, the Boomers advertisement is more directed towards creating a family and entertainment feel while the Millenials TVC is a more universal advertisement which tries to keep the flavor of the nineties alive in the minds of viewers. In short, it is not just the theme or product that is being sold that decides the music, the age and gender plays an important role in giving the advertisement its tone and structure. In most cases, the age of the target audience decides the content of the advertisement, its theme and background music (Kellaris and Cox, 115). Experiments in classical conditioning as seen in the nineties have had limited results as against the experiments on classical conditioning in the past one decade. Starting from television advertisements to YouTube advertisements, it has become more evident that selling your products through visuals is easy when you have the right accompanying music to its background. A clear example is the issue of home videos on channels like YouTube in which new start-ups use live video recording to the accompaniment of music and create brand image and impactful advertisements. Many of these videos have already released music to the backdrop, completed using messages from the manufacturer. Product Identification : It is noticed that audience identify a product with the jingle (Scott, 226) used to promote it. Whenever there is a popular track used, it becomes easier for the customer base to remember the product that was promoted using it. Although the main aim of the advertisement is to sell the product, it also aims at leaving a long lasting impact on the audience who remember the product every time the song is played. Here are the main categories that have used music to its benefit in unique ways. Automobiles: The need to keep the focus on the car or bike’s performance makes advertisers go for catching and dashing music in automobile advertisements which are created to complement the stunts and features of the vehicles. Targeted at generating the required stimulus, the music used is often lifted from popular rock and dance tracks grooving the radio channels at the time of making of the commercial. Financial planning: Strategy and cleverness are key elements that the audience of the financial planning advertisements can relate to. When it comes to developing music for such a serious service or product, it is more a tone of official demeanor and seriousness that accompanies the main advertisement. In many cases, music is kept minimal and unhindering to the main narrative of the advertisement and used only during the tagline of the brand. In many such ads, there is no music used to keep the focus on the dialogue delivery. Entertainment: With most colorful of offerings, theater and cinema advertisements have the maximum use of music. The title track to the background score, every aspect of the main production is held up in the commercial advertisement which makes a promise to the targeted audience. There are variations in presentation but overall, entertainment through such commercial advertisements allows the best use of music since it is multi-faceted. Electronics: Like it or not, electronic gadgets and wearables are always promoted using hard rock, metallic jazz or rhythm and blues music. It is rarely that you get to see a film based song or a personal album being used in electronics. However, with catchy taglines and purposeful lyrics these jingles have a strong impact on buyers. In rare cases like in the case of the iPod advertisement previously mentioned, you will see innovative use of a racy track to garner up maximal audience reaction. Important Takeaways form the study: Consumer psychology has always been a serious focus of study in marketing, and in recent years, creativity and innovation has brought music as a selling factor in advertisements found all over the web and broadcast media. The main impact of the advertisement is further fine tuned using music (Yalch, 268) as the supportive defining element, and not humor as was predicted in a couple of studies. Use of music that has a popular record definitely helps a brand to sell and to bear testimony to this fact, we have numerous home and impromptu videos on YouTube, SnapChat and Instagram to check out. Use of music in advertising has also brought in a soothing flavor in the visuals used in advertisements. For example, in the case of the iPod advertisement related above, the use of black silhouettes instead of real men and women in broad light, adds a unique twist to the story that the advertisers are trying to sell, namely, the importance of having a wearable iPod that is easy to carry almost anywhere and gives you access to endless number of songs. Thus, it is indeed interesting to see music grow as a new advertising tool. Consumer psychology studies therefore, must grant more importance to the art of musically selling products and services now on. References: Apple Jet iPod commercial featuring Do You Want to Be My Girl by Jet,2005, 31st October, 2014 from: Chevrolet Malibu Eco TV Spot, Song by Spandau Ballet. (2012) acessed on 31st October, 2014 from: Gorn, Gerald J. "The effects of music in advertising on choice behavior: A classical conditioning approach." The Journal of Marketing (1982): 94-101. Hecker, Sidney. "Music for advertising effect." Psychology & Marketing 1.3‐4 (1984): 3-8. Kellaris, James J., and Anthony D. Cox. "The effects of background music in advertising: A reassessment." Journal of consumer research (1989): 113-118. Scott, Linda M. "Understanding jingles and needledrop: a rhetorical approach to music in advertising." Journal of Consumer Research (1990): 223-236. Yalch, Richard F. "Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans." Journal of Applied Psychology 76.2 (1991): 268. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(The Influence of Music in Advertising Report Example | Topics and Well Written Essays - 1500 words, n.d.)
The Influence of Music in Advertising Report Example | Topics and Well Written Essays - 1500 words. https://studentshare.org/music/1844592-music-sells-the-influence-of-music-in-advertising
(The Influence of Music in Advertising Report Example | Topics and Well Written Essays - 1500 Words)
The Influence of Music in Advertising Report Example | Topics and Well Written Essays - 1500 Words. https://studentshare.org/music/1844592-music-sells-the-influence-of-music-in-advertising.
“The Influence of Music in Advertising Report Example | Topics and Well Written Essays - 1500 Words”. https://studentshare.org/music/1844592-music-sells-the-influence-of-music-in-advertising.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Influence of Music in Advertising

The Distorted Mirror

Known humanities and social sciences scholars described and shared their thoughts and theories based from what they had seen in advertising that connects into the lives of every individual.... Known humanities and social sciences scholars described and shared their thoughts and theories based from what they had seen in advertising that connects into the lives of every individual.... SUMMARY: The Distorted Mirror Some observers see the image portrayed in the mirror of advertising as not unambiguously worth imitating....
2 Pages (500 words) Essay

How the media affects perception

In this essay we are the influence of the Media Order No: 192231 No: of pages: 2 Premium – 6530 Introduction: “The medium is the message” (Marshall McLuhan, Understanding Media) is what he speaks about in his very interesting book on the appraisal of the media and its consequences.... In this essay we are going to give a bird's eye view of the influence of the media in our lives today.... adio:The radio may be a much cheaper way of advertising or getting various ideas or information across but it is rather an effective way to reach a target audience....
2 Pages (500 words) Essay

Improving Customer Relations

The author examines the marketing and advertising as the ways for improving customer relations.... he use of advertising can increase the sales of a company by attracting new customers Business organizations utilize marketing to gain greater exposure in the marketplace.... The use of advertising can increase the sales of a company by attracting new customers.... Online advertising has become a rising industry that generated $71 billion in revenues in 2011 (Plunkett Research, 2011)....
2 Pages (500 words) Essay

The Attitude and Emotional Appeal of Services and Products Advertisements

Different impressions are created technically by advertisements; Shrank in his work, “The Language of advertising Claims,” calls the advertising techniques “pseudo-information.... Ads create positive influence, both economically and socially....
4 Pages (1000 words) Essay

The Key Social Influences in Marketing

In the case of music marketers like Tower, on the other hand, the key social influences relate to the way the site leverages music icons such as Michael Jackson, who by their stature even post-death constitute a heavy influence on the opinions of music consumers, to lure in a wide demographic of music lovers into its site (Tower.... The Motorola brand and organization, in this case, leverages the strong brand image of Google among not just that subculture of smart phone users that are heavily into technology in general and in Android and smart phones in general, but also the general mass of consumers who are intimate with Google as both a provider of search and of advertising related to search....
4 Pages (1000 words) Assignment

Discuss Some Hindu Influences in America

Another major example of the influence of Hindu religion on the American soil is the acceptance of Kama Sutra.... the influence is quite evident as there are numerous temples that were created by people belonging to the Hindu religion in the region of America.... Globalisation And advertising In Emerging Economies.... The Hindu religious music has even greatly influenced the music industry of America.... Quite famous Hindu chants have now become a part of the main stream music industry of America....
1 Pages (250 words) Essay

MUS 327 Field Research Proposal

Memory, emotions and rock'nroll: the influence of music in advertising, on brand and endorser perception.... The Effects of music in advertising On Choice Behavior: A Classical Conditioning Approach.... Effects of Popular music in advertising on Attention and Memory.... An artist who is highly rated in the music industry receives a monopoly when not only it comes to products advertisement, but also in products Music and Advertisement Affiliation Music and Advertisement Research proposal Topic: What are the effects of the utilization of music in various advertisements to both the buyer and the musicians?...
1 Pages (250 words) Coursework

IIndividual Projec

Research has shown Hip-Hop, R&B, Rock, Pop and Punk as the most preferred genres of music among the youth.... Many youth and students will therefore spend their time listening to either of these genres of music at least every day.... The culture is characteristically composed of many elements, but for the purpose of writing this paper I focussed on the elements of music and video gaming.... Youth culture or Hip-Hop often characterised with urban music and dancing… Once confined to break dance and rap music, Hip-Hop is now represents an entire industry influencing almost every facet of life from sports, media consumption, advertising, TV programming, The Hip-Hop Culture....
2 Pages (500 words) Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us