The role of music in advertising

Rosi Ware and Alan Branthwaite

Discusses the effect of music on how people respond to commercials. Theories within the industry are summarised.

The role of music in advertising

Alan Branthwaite and Rosie Ware

 

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...

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