Best practice: Music in advertising

This best practice article reviews the role of music in advertising. It cover objectives which the author lists as gaining attention, creating a mood, giving pace and energy, making the ad more likeable, improving memorability, identifying the brand, reflecting a lifestyle and providing a background for the commercial.

Best Practice

Music in advertising

Music occurs in the majority of TV commercials, and a substantial proportion of radio ads (1, 14). This reflects its conventional role in film, TV and broadcasting, and recognises the fact that the majority...