Effects of Popular Music in Advertising on Attention and Memory

David Allan
Saint Joseph's University


INTRODUCTION

Whether it is The Rolling Stones' "Start Me Up" or The Vines' "Ride," popular music in advertising is, well, popular. "The syncing of both classic and new songs into advertising campaigns has kept up its torrid pace and shows no sign of abating," said Mark Fried, president of Spirit Music Group (Bessman, 2003). And although the integration of popular music and advertising has been called everything from "selling out" (Burns, 1996; Lubrano, 2004; Michaels, 2002) to the "perfect marriage of commerce and art" (Billboard, 2003), the trend continues. "In the past five years advertisers have been unrelenting in their appropriation of popular music to get the attention of youth, and there's no sign of the trend abating" (Shea, 2004, p. 16).