The role of music in advertising
In this article we look at two aspects of music in advertising and at their effects on the performance of the ad: the properties or characteristics of the music, such as whether it is well-known or carries a message; and the role and function that the music has in the framework of the ad.
MUSIC IN ADVERTISING - THE INDUSTRY VIEW
Classical music is used to promote brands as varied as British Airways and Cornetto ice-cream, while pop music underscores advertising for jeans and building societies; jazz advertises Guinness, while rap advertised Carling Black Label. It is not clear whether there is a logic to the use of particular music styles for particular product categories, or in what ways the music is beneficial to the advertising and promotion of brands.