Music in advertising

Date of publication: September 1, 1997


This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to engage the viewer, increase the enjoyment of the ad and improve memorability, but it was not as effective in conveying ‘semantic’ knowledge from the ad about product claims and benefits. Creative use of music can enrich the brand personality by associating mood, tone, and images to become part of the brand image (emotional enhancement).

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