Effectiveness of music in advertising

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This brief article from the Advertising Research Foundation summarises how music is used in advertising.

Effectiveness of music in advertising

Mi hui Pak

Increasing enjoyment

Research examining the role of music in advertising tends to emphasize how music can increase the viewer's enjoyment of the advertisement. For instance, Branthwaite and Ware of Millward Brown, argue that:

  • "Music's main contribution to an ad is to increase interest and enjoyment" and that music "does little to convey a message or aid understanding of the brand" (Admap, 2003).

A more recent POV by Millward Brown (2008) reiterates the above claim that:

  • "The biggest benefit of using music is that ads with music tend to be slightly...

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