Music has a significant influence on our mood and emotional state. Just think of your tracklists you have for running, gym, partying or just a romantic evening. We can change our thoughts simply by picking the right song. The power of music was, - of course -, also recognized by the advertising industry, so nowadays we almost never come across any TV commercials without tunes.
The choice of which type of music is going to be used in an ad is a creative decision with a strategic base. The chosen music can be a popular song, a stock music or a brand customised jingle - but it must have a purpose. A well-chosen melody can grab attention, create an atmosphere, give a structure to the story and entertain viewers. The more “areas” a music is able to make an impact on, the more likely the ad itself is going to be memorable.
There are plenty of TV ads that can be easily recalled even decades later due to its music. Just think of the Pickwick teapot ad, the Soni Bravia ball bounce ad or the Pannon GSM “It’s your life” ad. They have become so popular that viewers watch them again on Youtube even years later. And could an advertiser wish more than that viewers ``voluntarily” want to see their ad over and over again? If the TV spot stays memorable the brand will remain the same, and this is more likely going to increase buyers’ willingness to choose a brand at a purchasing decision.
Based on our neuromarketing researches the following findings were drawn:
A well-chosen popular song or a composed music not only has the ability to grab the audience’s attention but can significantly affect viewers’ emotional response to a TV spot
To keep viewers engaged during the whole ad, the songs’ rhythms have to match to the images
Music has the ability to structure a story and even to emphasize dramatic moments, so most of the times narration is not even necessary to have
While music on its own can be a powerful tool, it becomes far more effective when it highlights or corresponds to a story or narrative
In case a song had a lyrics it has to match with the ads’ message
To really affect the emotions of your viewers by the music it is necessary to choose the right (preferred) one for your target group
When the ad is paired with the right music, it can make your audience associate the brand or the product with a certain feeling - happiness, freedom, luxury, deep emotions etc.
Music has to entertain viewers as it is going to make advertisers more appealing
As music has various functions and gives a certain flavour to the ad, it is really worth it to pay close attention when using this powerful “ingredient”. Music has the power to help your brand touch viewers’ heart more effectively, so be mindful when picking a song or a melody next time.
written by Polgár-Szabó Kriszti
