The power of music

Les Binet
Daniel Müllensiefen
Goldsmiths University of London
Paul Edwards
Hall & Partners

Music is invariably an after-thought in the creative process, but research shows that great soundtracks can add impact and, consequently, effectiveness to advertising.

Music has long played a big role in advertising, going right back to the radio jingles of the 1920s, but it has become increasingly important in recent years. Many of the most popular and effective ads of the past 10 years have been built around music. And advertising has become an important source of revenue and publicity for musicians.

John Lewis: is renowned for running highly emotional TV advertising, such as 'The Journey', in which music plays a central role