Music in ads refers to music that is integrated into electronic (bulk) media advertising to improve its success. Music in advertising affects how viewers see brands in different ways and at different levels, and "can significantly affect the emotional response to television advertising." It also has an effect on the musicians whose music is displayed in the ad.
Video Music in advertising
Music function in ad
In advertisements, "music can serve the overall promotional objectives in one or more of several capacities." David Huron produces six main categories, which include: entertainment, structure and continuity, memorability, lyrical language, targeting, and the formation of authority.
Entertainment
The musical entertainment aspect helps make the advertisement more interesting by adding aesthetic value to it. An ad that has a high aesthetic value will be able to attract more attention from the audience. From this point of view, "music does not necessarily indicate a particular affinity with a particular product or service to play an effective and useful function."
The function of music is more as a bridge between viewers and ads in this case.
Structure and continuity
Music supports the structure and continuity of advertising by mediating between the pictures outlining. "Accompanying TV commercials, music either narrative structures or narrating the narratives themselves can also create antagonists and protagonists in this narrative by giving them a distinctive musical character, harmony or Melody In addition, music has the ability to emphasize dramatic moments in advertising, and therefore creates structure and continuity.
Memorability
Music in advertising is "the most common music technique to help remember and therefore remember the product".
Music serves the function of making the product more memorable for viewers, as it is known to "linger in the mind of the listener." When used in an ad, the content of an ad stays with the music. Easy-to-recognize music is incorporated into television ads to generate a "significant positive relationship with memory and understanding" for viewers. On top of this, "information recall is improved when marked with a well-known song." Ads strategically use popular music to create a lasting impression on the audience.
Lyrical language
To provide rational facts at the same time, "mixed speeches and songs give advertisers the opportunity for both logical and factual submissions through spoken and written language and emotional and poetic appeal through music."
Contemporary advertisers must overcome the innate skepticism of viewers, who have evolved over the years through desensitization. Music can deliver messages without the customer consciously noticing them; in other words, they "are not involved, do not make consumer decisions rather than cognitive active problem solvers."
Targeting
Using different types of music genres in the advertising world helps advertisers attract from the kind of audience they think they will be interested in. The idea that there is a certain group of people that the advertiser wants to reach is called the target audience and music is an important aspect of what attracts the target audience.
Music can create a different atmosphere and influence people from different groups to think or feel certain ways. Various tempos, changing times, pitches, and music content can target one or many groups of people that advertisers might want to reach.
Often, the music in the ad shows the viewer what the product was before the ad actually declared it. Linda M. Scott, said in her journal, "Understanding Jingles and Needledrop: The Rhetorical Approach to Music in Advertising," The study of ad music shares the underlying theories in which music is an effective background component that causes attachment to a product without cognition. Audience engagement. "Music can create a bond between viewers and products, which is why it is considered important for advertisers to choose the right music for their target audience.
Authority Formation
The establishment of authority in music in advertising is the idea that using certain types of music can help give the credibility of the ad higher because the artist used in the ad. This is another way that companies can help persuade consumers to buy their products. Using certain load-bearing songs in the target audience that advertisers want to reach can strengthen the bond between the product and the consumer.
Effects on Credibility
Credibility is often questioned when considering how music is used in advertising and marketing efforts today. It is evident that certain types of music can provide credibility to individuals, companies or even specific products. This is exactly what advertisers want to happen and they especially prefer music as the source adds credibility to their subject.
Maps Music in advertising
Relationships with Musicians
Music affects the artist's moral value, in the sense that the music he makes from his emotional feelings and impulses is then used for car ads, or maybe one of their songs is used for mayonnaise ads. This can be seen as "the ultimate best selling aesthetic and bohemian value" Since the original intention for the song was not intended for random ads, musicians may feel cheated.
On the other hand, "on the contrary, today's advertisement represents one of the best opportunities for many musicians to gain access to the mainstream market (elimination of antagonism between popular music and advertising)." So, a musician whose song is used in popular ads can contribute to the success of the song.
Music and brand interactions
In general one can say that music can be changed in a sense depending on the context. This is of course an opportunity for advertisers to create meaning for their brands by using music for their own purposes. But music has "potential for construction or negotiation of meaning in certain contexts." That means that some music can better match one type of product than with another. Different types of music can be targets of high culture or popular culture-oriented customers. The reason is that "music styles and genres offer unparalleled opportunities to communicate social messages or complex messages practically instantaneously." One can literally say that music is worth a thousand words. That's why music is becoming increasingly important to advertisers. They have the opportunity to transfer certain characteristics that are connoted to a particular type of music for their product. "Music is now used more often as 'lending interest' capturing feelings, regulating moods, remembering past experiences and playing them back on behalf of sponsors." All of these attributes help ads that appeal to the life or lifestyle of the targeted group.
And of course "music transfers its own attributes to the storyline and to the product, it creates coherence, makes connections that are not in words or images, even raises its own meaning [...] music interprets words and images." that the value of a brand, product or service is enhanced by a connection to music. It adopts the inherent meaning in music because "the object itself is not enough to sell it, it must also be attributed to a kind of personal meaning, the essence of branding." That means that the brand or product should take some kind of connotation added by the music. Also certain artists can alter or shape the ads so they match a certain target group. "Advertising is not about what the product does but who the customer is" and therefore the advertisement must find a good balance between adopting the meaning of the musical work or the used artist and providing the context in return for being authentic. Both music and advertising can benefit from this symbiosis. There are artists and music bands that are well known for having their music in the ads which can mean sacrificing their music with the brand.
"The joining of a musical culture, whether through licensed lines or the appearance of an artist, with a product or service in commercial brings new connotations to both artists [and also music] and companies while naturalizing the relationship between the two.the value of articulating popular music to a product can be seen as is very important for advertisers competing against similar, if not identical, products in utility value. "
References
External links
- Songs in Ads on Curlie (based on DMOZ)
- Songs in Ads
- TV Music Ads - Familiar (English) Sound
Source of the article : Wikipedia
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