The power of music

Many of the most popular and effective ads of the past decade have been built around music; this article examines how music in advertising helps to increase awareness and sales for brands.

The power of music

Les BinetDDBDaniel MüllensiefenGoldsmiths University of LondonPaul EdwardsHall & 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....

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