Music is a major part of our everyday lives. From the television to the radio, iPod and iPhone to mp3 players and more our world is filled with music. Even nature cannot keep music out as birds sing tunes daily. With music encompassing us so, it is no wonder that the music is used commercially. Advertisements use music all the time, but is it just haphazard music that is chosen or is there a methodology to the selection? There are actually ten uses of music that are common in advertising or rather 10 ways in which music is used.
1. Music Drives the targeted audience
Thinking upon the music in today’s advertisements, one can quickly come to the conclusion that the market base has become predominantly aimed at the younger generation (being those in their teens to early adult years). Such commercials and advertisements are packed with the latest musical stars and their music. This is especially true around the holiday season when commercialism is running full throttle. Consider the brand Cover Girl. Most of these commercials are geared to the teen and young adult. One has the music of a fashion show sort mixed with the face of a very known celebrity and the audience is chosen for us even though we may think that we have come to the conclusion to buy the product.
2. Music is memorable
Where it may be ideal to have a product just pop out and stick in one’s mind, the odds are that it will not do so unless it is constantly played to the viewer or listener. This is fixed easily as the people in advertisement know that a song will stick with someone easier than an image. This is the reason for catchy jingles such as “looky looky looky here comes cookie. Cooks pest control”. It is hard not to get something like this stuck in your head. If it is stuck in one’s head he or she is more apt to buy the product.
3. Music is empowering
Have you ever wondered why the music to truck commercials feature artist such as Static X, Guns & Roses, AC/DC, and Who whereas the beauty products and minivans feature music such as Somewhere over the Rainbow, Wonderful World, and Blue Skies? The answer is gender empowerment. Where the rock music is basically catered to men who love power and roughing it, the beauty products and such are catered to the more sensitive feminine nature. Regardless of one’s beliefs, gender empowerment still plays a major role in the use of music in advertisement.
4. Music adds dynamics
Think upon the advertisements for the Superbowl. These commercials are literally millions of dollars to have produced and aired. One thing that is common for all of these advertisements is that there is music which adds dynamics to the overall commercial. It could be background music which comes to the foreground as someone spills a coke and chips while watching a game, or it could be highly engaging orchestra music to showcase the interior of a car. Take away the dynamic music and one is left with a dull commercial.
5. The power of association
Advertisements seek out the latest trends for a reason. The reason is that music that is easily identified can be easily associated with one’s product. Artists generally do not mind this kind of publicity as the advertisement is sure to show the name of the song (in that tiny little white text that you can’t read) and play that song often. It is a double benefit. The advertiser gets the song associated with the product, and the singer gets advertisement for his or her song.
6. Getting Emotional
Background music should not be discarded as irrelevant when it comes to advertisement. Even if such music is stock music it can have a serious impact as to how the advertisement is perceived. Think of the Feed the Hungry commercials. Every advertisement that I have seen of this nature has very mellow and somber background music to make one feel…well guilty and thus contribute to the funding.
7. Mindless Shopping
When one goes into a major convenient store or any store for that matter, one is sure to hear background music. Where this is an enjoyable feature for most (unless you do not like the song), it is done to distract a person from a scheduled task and buy impulsively. If one’s mind is on the music they are not too concentrated on the wallet.
8. Music can save a bad product
A few years back there was a product called Roll on. Now, where this product could be effective (I have never used it), the basics of the presentation was ridiculous. Yet, because of the jingle the product was remembered and did quite well. If it had been presented without a jingle it would have surly failed. A good music selection can add value to a product which would otherwise appear to be a bad investment.
9. Fill me up
Unknown too many individuals is how advertisement space works. Where there are times in which advertisements are sold per second, for the majority of the year these slots are sold in predetermined measures. So what does one do if they have a 30 second slot and only 20 seconds of speech? Most would add music filler or stock music. If properly placed, the music spans the slot time without taking from the product being advertised.
10. Music is the professional standard
Because of the abundance of music around us, advertisements are expected to have some form of music incorporated within them. Those who do not use at least background music within their pieces may be viewed, but they will not receive the same professional recognition as those which have music.