Music and advertising can go together like peanut butter and jelly. According to Thompson (2014), advertisers use music in a somewhat subliminal manner to help communicate intricate ideas in a straightforward fashion. As a result, music in marketing can be very powerful. For example, the music used in television advertising can remain in your long term memory for a lifetime. I am reminded of the humorous line, in which a person in late adulthood can easily remember a television jingle from their youth while simultaneously not being able to remember why they walked into the kitchen.
I’m sure most people from my generation can remember the following commercial and be able to sing it from memory:
Or how about this one?
Granted, these examples were taken from a specific time and place in my own childhood, but I’m sure we all have our favorites. Both songs have the following things in common: they (a) create a positive mood, (b) attract and hold your attention, and (c) place focus on a commercial product (Radocy and Boyle, 2003). It is common to run these types of commercials during positive programming (e.g., happy shows).
There is no denying that music in advertising is big business, and the intended audience is targeted through music. Research has shown people like to buy products that are associated with music they enjoy. Furthermore, customers react best to the music of their youth (Radocy and Boyle, 2003). Nike hit the jackpot when they used the song Revolution by The Beatles in one of their ads. Interestingly, Nike agreed to stop using the ad when the Beatles filed a multi-million dollar lawsuit. This may have served as a victory for the legendary super group, but it was soon discovered that many pop and rock artists were more than happy to have their music used in commercials.
For example:
And while most Chryslers are now manufactured in Mexico, this commercial was very popular when it was premiered during the 2011 Super Bowl.
There is also the role music plays in the marketplace. Specifically, the background music that is played in a commercial establishment. This music is designed to be heard, but not experienced in a serious manner. These songs are normally written in a major key and paired with a medium tempo (sedative music). If the tempo is too fast (stimulative music), the business owners run the risk of rushing the shoppers out of the store. The key is to use music that makes the shopping experience as long and as comfortable as possible. When this is achieved, shoppers will spend more money. Positive Mood = Purchase. The Muzak corporation, now known as MOOD:MEDIA has long been responsible for much of what you hear while you shop. Today, it’s all about music streaming in the marketplace.
Here are a couple earworms I remember from my own shopping experiences:
I heard this song in a Publix supermarket in Palm Beach County, Florida the day after hurricane Wilma devastated the region. For some reason, I remember this moment like it occurred yesterday.
Advertising with music on the internet remains a territory worthy of further development. Thompson (2014) indicated that advertising on the internet is more of a visual experience, but if you spend time on YouTube without a subscription, you are going to experience plenty of commercial advertisements. Personally, I associate these advertisements (many which contain music) with a negative experience. In my humble opinion, advertisers on the internet have a long way to go if they wish to capture the magic of music in television advertising. It will be interesting to see how it develops. What are your thoughts? Please feel free to comment!
References
Radocy, R & Boyle, J. (2003). Psychological foundations of musical behavior (4th ed). Springfield, IL: Charles Thomas.
Thompson, W. F. (Ed.). (2014). Music in the social and behavioral sciences: An encyclopedia (Vols. 1-2). Thousand Oaks, CA: Sage.
Dr. Charles R. Ciorba 