As the media has developed, moving from radio to television, film and digital, advertising has established a presence in every genre. The relationship between music and advertising has been manifested in each arena, and the advantages that music has brought at different times and in different ways to companies seeking to promote their products or services.

Music impacts on the structure and continuity of an advertisement. It can provide continuity in television, film and digital media advertisements by providing musical content that links the different scenes. The emotional impact of music creates a sense of structure by directing the viewer’s attention. Music tempo has an important impact on the emotions with certain speeds being perceived as happy, sad or sinister – all of which directs the viewer and helps the advertiser to reach their goals.

Musical compositions can also create memorability. Combining certain repetitive words with specific key changes has been found to embed them in the listener’s memory. The memorability aspect of music allowed many companies to reinforce their brand with the use of ‘sonic logos’. A sonic logo is a short, immediately recognisable burst of music. Contrary to songs, sonic logos can make an instant mark on human consciousness. Sonic branding takes advantage of memorability in the same way as traditional music but is not impacted by listeners preconditioned responses or memories of music. Jingles convey a brand’s identity through poetic language. This enables advertising to differentiate between the rational, spoken messages to include in campaigns and the more emotive, sung elements.

Using the same piece of music to regularly advertise a brand can enhance involvement. Music provides an important function in aiding memorability either by using tone, rhythm and pitch to reinforce wording or by provoking emotions and imagination. Research also found that music can evoke positive emotions and feelings of nostalgia especially when combined with relevant lyrics.

Music in advertising tends to fit into two criteria: music that paints a picture in the listener’s mind and music that tells a story. Music and visuals working together can create expectation, foreshadow events and encourage our imagination to play a role in our interpretation of what we are witnessing.

source : ezinearticles.com/?The-Impact-of-Music-on-Advertising&id=7485176