Musical accompaniment in advertising and its influence on perception Automatic translate

Musical accompaniment is a powerful tool for influencing the perception of advertising by consumers. Modern research shows that correctly selected music can significantly enhance the effectiveness of an advertising message, create an emotional connection with the brand and increase the memorability of the advertised product. Music is present in more than 80% of television advertising and is considered its "catalyst", actively influencing the emotional state of the audience and forming strong associative links between the melody and the brand.

Historical context of the use of music in advertising

Music and sound have been used as means of communication long before the advent of modern advertising. Historically, people and various social institutions have intuitively used sound to attract attention for centuries. For example, religious communities have used specific sound signals (ringing bells, chants) as an important element of communication with their followers.

In the commercial sphere, music became part of marketing in the early 20th century, when the development of sound recording and radio broadcasting technologies made it possible to include musical accompaniment in advertising messages. With the advent of television, the role of music in advertising increased significantly, which led to the formation of an entire industry of creating specialized musical compositions for commercial advertising.

The evolution of audio branding has gone from simple melodic phrases to complex sound strategies, including unique sound logos, specially written compositions and licensed music from famous artists. The development of digital technologies and the emergence of new communication channels have expanded the possibilities of using music in advertising, which led to the formation of audio branding as a separate direction in marketing.

Iconic Musical Decisions in the History of Advertising

Over the years, advertising has created many memorable musical compositions that have become an integral part of the cultural code and are firmly associated with certain brands. Among the most famous are the musical slogan "Always Coca-Cola", which is instantly recognizable all over the world, or the five-note melody of Intel, which has become the company’s sound calling card.

The use of classical music has also played a significant role in the history of advertising. Works by composers such as Tchaikovsky, Beethoven, Debussy have been and are actively used in advertising campaigns for various brands, from sweets to cars and perfumes.

Psychological foundations of music perception in advertising

The impact of music on human perception has deep psychological and neurophysiological foundations. When processing musical stimuli, the same parts of the brain that are responsible for emotions and memory are activated, which creates a strong connection between a piece of music and an emotional response.

Neurophysiological mechanisms of music perception

Neuroimaging studies show that listening to music activates different brain structures: the auditory cortex, which processes sound information; the limbic system, which is associated with emotional responses; the hippocampus, which is involved in memory formation; and the prefrontal cortex, which is involved in decision-making.

When a consumer hears music in an advertisement, his brain reacts not only to the rational content of the message, but also to the emotional stimuli created by the musical accompaniment. In this way, a complex perception of the advertising message is formed, where music acts as a powerful modulator of the emotional state.

Emotional response to musical stimuli

Psychologist Daniel Kahneman, who won the Nobel Prize in 2002, proved that human behavior is controlled by emotions. Music directly affects the emotional sphere, bypassing logical reasoning, which makes it a particularly effective tool in advertising communications.

Different musical characteristics evoke specific emotional responses: major keys are usually associated with positive emotions, minor keys with melancholy or sadness; fast tempos stimulate activity, slow tempos stimulate relaxation and contemplation. When these emotional responses are associated with a brand or product, they create lasting associations that influence consumer perception and behavior.

Classical and operant conditioning

The psychology of advertising makes extensive use of the principles of classical and operant conditioning. Classical conditioning, first described by Ivan Pavlov, is the process of creating an association between a naturally occurring stimulus and a previously neutral stimulus. In the context of music in advertising, this means forming a connection between the positive emotions evoked by music and the advertised product.

Operant conditioning, described by B.F. Skinner, focuses on increasing or decreasing voluntary behavior through the use of reinforcement or punishment. Pleasant music in advertising acts as a positive reinforcer that increases the likelihood that the consumer will pay attention to the advertisement and remember it.

Functions of music in advertising

Musical accompaniment performs several important functions in the structure of an advertising message, each of which helps to increase its effectiveness.

Attracting attention

In the context of information overload and “advertising blindness” – a phenomenon in which a consumer does not perceive a certain advertisement or advertising format even when directly exposed to it – music becomes an effective way to overcome the protective mechanisms of perception. Bright, unusual or pleasant music attracts the audience’s attention and increases the chances that the advertising message will be noticed and processed.

Creating an emotional connection

One of the main functions of music in advertising is to create an emotional connection between the brand and the consumer. Research shows that the subconscious reaction to sound is directly related to the conscious desire to interact with the brand, and positive emotions from what you hear increase this desire by 86%.

Music can evoke a wide range of emotions, from joy and excitement to nostalgia and peace. When these emotions are associated with a brand, they create a strong emotional connection that can influence consumer preferences and their choice of a particular product.

Strengthening brand memorability

Music significantly increases the memorability of an advertising message. Simple, melodic or bright musical phrases allow you to quickly recall, which is especially important in conditions of high competition for consumer attention. When the consumer encounters the melody from the advertisement again, he or she can remember the product or brand itself.

The earworm effect, a phenomenon in which a melody gets stuck in the head and is involuntarily recalled, is often used in advertising to create catchy musical phrases that will be remembered by the consumer even after the advertising campaign has ended.

Structuring an advertising message

Music helps structure a commercial by highlighting important elements of the message and connecting the visuals with the voiceover. The rhythm and tempo of the music can emphasize key moments in the commercial, and changes in the musical accompaniment can signal a transition to a new part of the message.

Selecting the target audience

Correctly selected music is precisely focused on a specific target audience and attracts the attention of a given group. For example, rhythmic, modern compositions are suitable for a young audience, and smoother, measured tracks are suitable for older people. Musical preferences are often associated with age, subculture and social status, which allows using music as a tool for audience segmentation.

Types of musical accompaniment in advertising

Musical accompaniment in advertising can take various forms, each of which has its own characteristics and areas of application.

Jingles and Sound Logos

A jingle is a short, catchy musical phrase that usually contains a brand name or slogan. It is one of the most common types of music in advertising, creating an acoustic identity that makes brands and products instantly recognizable.

A sound logo is an even shorter musical phrase, lasting only a few seconds, that becomes the brand’s sound identifier. An example of a successful sound logo is the famous Intel five-note melody, which is instantly recognizable anywhere in the world.

Original compositions

Many brands commission original music compositions specifically for their advertising campaigns. This approach allows them to create a unique sound identity that will not be associated with other brands or products.

Original compositions can range from simple melodies to full-fledged songs with lyrics that reinforce the advertising message. They are developed taking into account the specifics of the brand, the target audience and the style of the advertising campaign.

Famous musical works

Using existing popular songs or musical compositions is a common practice in advertising. This approach allows brands to associate themselves with famous musical pieces and their emotional impact on the audience.

When a brand uses music from famous artists in its advertising, it not only attracts the attention of fans of these artists, but can also significantly increase customer trust and respect for its own product or service.

Classical music in advertising

Classical music is often used in advertising to create an atmosphere of elegance, luxury or traditional values. The works of great composers evoke strong emotional reactions and create certain cultural associations.

Among the most frequently used classical pieces in advertising are Tchaikovsky’s "Dance of the Sugar Plum Fairy," which was featured in an M&M’s commercial; Beethoven’s Symphony No. 5, which McDonald’s used in its advertising; and Claude Debussy’s "Clair De Lune," which was featured in a Chanel No. 5 commercial.

Popular music in advertising

Modern popular music of various genres – from pop to rap – is actively used in advertising, especially aimed at a youth audience. Such music helps to create a modern brand image and establish an emotional connection with consumers who are fans of certain musical styles or performers.

Using popular hits in advertising has become a common practice among various brands. For example, mobile operators often turn to using popular hits in their advertising, as MegaFon did with the hit "I’m Free" by Valery Kipelov.

The Earworm Effect in Advertising

The “earworm” phenomenon plays a special role in increasing the effectiveness of music in advertising – a phenomenon when a melody or song heard once literally “gets stuck” in the head and is involuntarily repeated over and over again.

Mechanism of occurrence

Scientists identify several key factors that make a melody “sticky” for the brain:

1. Simplicity and repetition – Most memorable advertising jingles consist of short, easy-to-remember phrases that are repeated over and over.
2. Unexpected and vivid – unusual sound elements make a melody more memorable. For example, the rhythmic tapping in a Duracell commercial or the perky notes in “Always Coca-Cola.”
3. Emotional affinity – music that evokes strong emotions, especially positive or nostalgic ones, is more memorable.
4. Rhythm and structure – Jingles are often built around a "hook" - a piece of music that is easy to follow, such as McDonald’s "Ba-da-ba-ba-baa".

Factors Affecting Music Memorability

The memorability of music in advertising depends on many factors, including the composition structure, melodic line, harmony, rhythm and textual content. Research shows that melodies with a simple structure, bright musical phrases and repetitive elements are better remembered by the audience.

The context of perception also plays an important role: music associated with emotionally significant events or experiences is remembered better. Therefore, brands often strive to create a positive emotional experience during the consumer’s contact with advertising in order to enhance the memorability of the musical accompaniment.

Examples of successful musical hooks in advertising

Among the most famous examples of musical hooks in advertising are the following:

• McDonald’s - "I’m Lovin’ It" is one of the most famous musical phrases in advertising, its simplicity, rhythm and repetition made it go viral.
• Intel – Five-note melody – a short but instantly recognizable combination of notes that accompanies the company logo.
• KitKat – “Give me a break” is a cheerful tune that is easy to remember thanks to its rhythm and repetitive lyrics.
• Coca-Cola – “Always Coca-Cola” – a song recorded in the 90s, remains one of the best examples of earworm.

Neuromarketing Research on the Impact of Music on Advertising Perception

Modern advances in neuroscience allow us to study music perception processes and its impact on consumer behavior in greater depth. Neuromarketing is a new way of studying marketing that helps us understand how people actually think and make decisions, including brain processes that our consciousness is not aware of.

Research methods

To study the influence of music on the perception of advertising, various neurophysiological methods are used:

1. EEG (electroencephalography) – allows you to measure the electrical activity of the brain during the perception of music and determine what emotional reactions it causes.
2. Eye-tracking – helps to analyze how musical accompaniment influences the perception of visual elements of advertising.
3. Heart rate monitoring – measures changes in heart rate that may indicate emotional arousal when exposed to music.
4. Facial expression analysis – records facial microexpressions that reflect emotional reactions to music.

Key findings from the research

Neuromarketing studies of music in advertising have led to several important conclusions:

1. Music has the power to evoke strong emotional responses that directly impact how a brand or product is perceived.
2. Different elements of songs evoke different emotional responses: some evoke positive emotions, others sharpen attention, and others promote better memorization.
3. The subconscious response to sound is directly linked to the conscious desire to interact with the brand, and the positive emotions from what you hear significantly enhances this desire.
4. Music can help overcome “visual fatigue” and “banner blindness,” which block stimuli coming through the visual channel.

Practical application of research results

The results of neuromarketing research are actively used in the development of advertising campaigns. For example, before releasing a musical composition for advertising, it is tested on real listeners to determine its strengths and weaknesses and edited taking into account the data obtained.

This approach allows us to create musical accompaniment that has the most effective impact on the target audience, evoking the desired emotions and forming strong associations with the brand.

The influence of music on various aspects of advertising perception

Music has a multifaceted influence on various aspects of advertising perception, affecting the cognitive, emotional and behavioral responses of consumers.

Impact on attention

In the conditions of tough competition for consumers’ attention, music is an effective tool for attracting and holding attention. Research shows that correctly selected musical accompaniment is capable of not only attracting attention to advertising, but also holding it throughout the entire advertising message.

Music can act as a "sound magnet" that makes advertising stand out from the general information noise and makes people pay attention to it. Unexpected sound solutions or recognizable melodies that instantly capture the audience’s attention are especially effective in this regard.

Impact on emotional response

The emotional impact of music on consumers is one of the key aspects of its effectiveness in advertising. Commercials with music are more likely to create a positive emotional response than commercials without music.

An analysis of respondents’ facial expressions while watching advertising showed that they smile at different moments depending on the musical accompaniment, which indicates a strong influence of music on the emotional perception of the advertising message.

Impact on memorability

Music significantly increases the memorability of advertising. Research shows that advertising messages with musical accompaniment are remembered better than advertising without music. This is especially important in the conditions of information overload, when consumers are faced with hundreds of advertising messages every day.

Music creates an additional channel for encoding information in memory: in addition to visual and verbal encoding, musical encoding is added, which increases the likelihood that the information will be stored in long-term memory.

Influence on purchasing decisions

Music can have a significant impact on purchasing decisions by influencing the consumer’s emotional state and creating positive associations with a brand or product.

Research shows that commercials with skillfully selected music can not only interest a TV viewer who is jaded with advertising, but also increase his or her willingness to purchase the advertised product. There are known cases when, having heard a favorite composition in an advertisement, a person decided to buy the advertised product.

Strategies for using music in different types of advertising

The specifics of using musical accompaniment vary depending on the advertising distribution channel, which requires different approaches to integrating music into the advertising message.

TV advertising

In television advertising, music is commonly used as:

1. Background – to maintain a good mood and create a certain atmosphere.
2. Commentary on the video – when the music enhances or complements the visuals.
3. Songs with advertising text - when the lyrics of a song contain advertising information.
4. Sound trademark – a recognizable musical phrase associated with the brand.
5. A factor that attracts attention to a video is when bright music makes the advertisement stand out from the general flow.

When creating a TV commercial, it is important to match the tempo and rhythm of the music with the tempo of the information in the video. If the commercial is dynamic and intense, the music should match this rhythm, while for calm, atmospheric videos, a smoother musical accompaniment is suitable.

Radio advertising

In radio advertising, music plays a particularly important role, as it is the only channel that affects only auditory perception. Radio advertising is characterized by monosensory perception: unlike television or digital advertising, where vision and other sensory channels can be used, radio forces the audience to focus exclusively on sounds, voices, music and intonations.

In these circumstances, music becomes a key element that helps create mental images and evoke an emotional response in the listener. Well-crafted audio content can evoke vivid images and associations, which enhances memorability and emotional impact on the audience.

Internet advertising

In online advertising, music should be adapted to the specifics of the online environment: short format, the ability to turn off the sound by the user, various listening conditions (headphones, device speakers, public space).

Online advertising is characterized by the use of short, memorable musical fragments that can attract attention even when skimming the content. It is important that the music is effective even in the first seconds of the video, since in many cases users may skip the ad after a short viewing.

Advertising at points of sale

In stores and other points of sale, music is used to create a certain atmosphere and influence consumer behavior. Psychologists have found that fast music makes customers move faster along the aisles, while slow music, accordingly, helps to increase the time spent in the store.

Mass-market stores often play energetic, popular tracks that make shoppers feel charged with positive energy and make impulsive purchases. Such music subconsciously reminds us that modern people live at a frantic pace, which can lead to shoppers finding up to 24% of their shopping carts to be unplanned purchases.

Audio Branding as a Comprehensive Strategy

Audio branding is a comprehensive approach to creating a brand’s sound identity, which includes all aspects of sound design – from the logo to the musical style of all communications.

Components of Audio Branding

Audio branding includes the following key elements:

1. A sound logo is a short, recognizable melody that identifies a brand.
2. A brand voice is a specific timbre, tone and manner of speech associated with a brand.
3. Musical style is the general direction of the musical design of all brand communications.
4. Sound effects are specific sounds that are used in advertising and other communications.
5. A corporate song or anthem is a piece of music that expresses the values ​​and mission of a brand.

Three elements – voice, sounds and music – work together to create a unique sound for a brand, the most important feature of which is an emotional connection with the consumer.

Developing a brand’s sound identity

Developing a brand’s sonic identity is a complex, multi-stage process that requires deep insight into the brand’s values, positioning, and strategy. This process includes analyzing the target audience, researching competitors, defining the brand’s tone, and creating unique sonic elements that will reflect the brand’s character and essence.

It is important that all elements of the sound identity are consistent with each other and create a holistic brand experience. They must be flexible enough to be adapted to different consumer touchpoints – from TV advertising to voice assistants and apps.

Integrating Audio Branding into Marketing Strategy

To be most effective, audio branding must be integrated into the overall marketing strategy of the brand. This means aligning the sound identity with the visual style, verbal communication and all other aspects of the brand.

The past two years have seen an increase in daily consumption of audio content, with consumers increasingly listening to podcasts, interacting with voice assistants, and spending time on social media platforms where audio is a core part of the content, such as TikTok. This shift in consumer behavior has been accompanied by changes in brand strategy, as brands adapt to new channels and touchpoints by developing unique sounds that are recognizable “at first sample.”

Ethical and legal aspects of using music in advertising

The use of music in advertising raises a number of ethical and legal issues that need to be taken into account when planning advertising campaigns.

Copyright

One of the key aspects of using music in advertising is copyright compliance. Any piece of music is protected by copyright law, and its use for commercial purposes requires obtaining the appropriate permission from the copyright holder.

Copyright infringement can have serious legal consequences, including financial penalties and bans on advertising. Therefore, brands should be especially careful when choosing music for their advertising campaigns.

Licensing music for advertising

There are several options for legally using music in advertising:

1. Licensing existing music is the process of obtaining permission to use an existing piece of music from the copyright holder.
2. Creation of original music – ordering the writing of a unique composition specifically for advertising.
3. Use of music from libraries with a license allowing commercial use.
4. Acquiring rights to use music in specific geographic regions or on specific platforms.

The licensing process can be complex and expensive, especially for popular compositions by famous artists, which often influences brands’ decisions to create original music rather than use existing works.

Ethical Issues in Using Music to Manipulate Consumers

The use of music as a means of emotional influence on the consumer raises a number of ethical issues. Music can manipulate a person’s perception and emotional state, creating associations between positive emotions and a product that in itself may not have the advertised qualities.

Particularly sensitive is the issue of using music to manipulate vulnerable groups of the population, such as children or the elderly, who may be more susceptible to the emotional impact of music.

Responsible use of music in advertising involves a balance between the effectiveness of the advertising message and respect for the consumer’s autonomy and right to make informed choices that are not distorted by manipulative techniques.

Current trends and the future of music in advertising

The modern world of advertising is characterized by rapid changes and the emergence of new formats and technologies that have a significant impact on the use of music in advertising communications.

Personalization of audio content

One of the key trends in the use of music in advertising is the personalization of audio content. Modern technologies allow adapting the musical accompaniment of advertising to the preferences of a specific consumer or group of consumers, which increases the effectiveness of advertising impact.

Personalization can be based on various factors: demographic characteristics, musical preferences, listening history, context of interaction with advertising (time of day, location, device, etc.). This approach allows you to create a more relevant and emotionally resonant audio experience with the consumer.

The Impact of Technology on the Creation of Music for Advertising

The development of artificial intelligence and neural network technologies has a significant impact on the process of creating music for advertising. Modern algorithms are able to generate musical compositions adapted to the specific requirements of an advertising campaign, which opens up new opportunities for brands.

Artificial intelligence allows not only to create original compositions, but also to analyze the effectiveness of various musical solutions, predict the emotional reactions of the audience and optimize musical accompaniment for maximum impact on the target audience.

New audio advertising formats

The development of digital platforms and the emergence of new media formats are leading to the evolution of audio advertising. Current trends include:

1. Interactive audio advertising that allows the consumer to interact with the advertising message through voice commands or other actions.
2. Spatial audio (3D sound) that creates a sense of presence and enhances the immersiveness of the advertising experience.
3. Adaptive music that changes depending on the user’s actions or the context of advertising perception.
4. Audio advertising for voice assistants and smart speakers that integrates into the daily use of these devices.

These new formats require innovative approaches to creating musical accompaniment, which must be adapted to the specifics of each platform and the way it interacts with the audience.

Practical recommendations for the effective use of music in advertising

Based on the analysis of research and successful examples of using music in advertising, we can formulate a number of practical recommendations for marketers and creative specialists.

Choosing the right background music

When choosing music for advertising, it is important to consider the following factors:

1. Target audience – musical preferences, age, cultural characteristics and other characteristics of potential consumers.
2. Brand character and style – the music should correspond to the overall positioning of the brand and its communication strategy.
3. The type of advertising message – informational, emotional, entertaining advertising – requires different musical accompaniment.
4. Distribution channel – the specifics of music perception in various media (television, radio, Internet, points of sale).
5. Competitive environment – ​​musical design should distinguish the brand from competitors and create a unique identity.

Loud background music adds drama, unobtrusive and relaxing – creates a pleasant atmosphere. For example, energetic audio is suitable for car advertising, and calmer audio is suitable for skin care or lingerie advertising.

Matching music to brand and advertising message

Musical accompaniment should be organically integrated into the overall concept of advertising and reinforce its main message. It is important that the music does not contradict the visuals and text content, but complements them, creating a holistic impression.

It is also important to pay attention to the rhythm and tempo of the music - they should be in harmony with the tempo of the information in the advertisement. If the advertisement is dynamic and intense, the music should match this rhythm, and if the advertisement is calm and measured, then the musical accompaniment should be appropriate.

Testing the effectiveness of musical accompaniment

Before launching an advertising campaign, it is recommended to test the effectiveness of the music. This can be done using focus groups, online surveys, or neuromarketing research methods.

During testing, it is important to evaluate how music influences brand perception, the audience’s emotional response, the memorability of the advertising message, and the willingness to perform the target action (purchase, registration, download, etc.).

Based on the testing results, adjustments can be made to the musical design to improve its effectiveness and compliance with the goals of the advertising campaign.

Musical accompaniment is a powerful tool for influencing the perception of advertising, capable of significantly increasing its effectiveness. Music affects the emotional sphere of a person, bypassing rational barriers, creates strong associations with the brand and improves the memorability of the advertising message.

Modern research in the field of neuromarketing confirms the significant influence of music on various aspects of advertising perception: from attracting attention to forming an emotional connection with the brand and stimulating purchasing behavior.

Advances in technology are expanding the possibilities of using music in advertising, allowing us to create personalized audio content, adapt it to different platforms and formats, and analyze and predict its effectiveness.

With the right approach to selecting and integrating music into advertising communications, brands can create a unique sound identity that will distinguish them from competitors and form a strong emotional connection with consumers.

In the context of information overload and growing “advertising blindness,” music is becoming an increasingly important element of advertising strategy, allowing one to overcome the protective mechanisms of perception and convey an advertising message to the target audience in the most effective way.