The Influence Of Popular Music In Advertising

According to Allan (2006), marketeers and “advertisers” use variable approaches and techniques in order to fully engage, involve and immensely persuade the “potential” consumers to buy their product or service (p. 434). It is noticeable that these techniques have greatly evolved and remarkably developed through the past decades (Hemmings, n.d.). This gradual enhancement in advertising techniques is precisely concentrated in the background features of advertisements, such as “attractive” colours and pleasing music (Gorn, 1982, p. 94). In other words, marketeers established an entirely new method to attract the audience, and this is done through integrating psychology in marketing. This has been the main goal of all marketing campaigns and advertisements

Some advertisers aim to give minimal amount of information about the product in their ads and concentrate more on the other attracting factors and tools of persuasion, and the main reason behind this is to leave consumers with a pleasant feeling towards the product (J. Alpert & M. Alpert, 1990). David Allan (2006) extended the limited research on how the addition of popular music in advertisements has significant effects on the attention and the memory of the possible buyers (p. 434). Popular music and top music hits are mostly known all around the world, which makes it more favourable and catchy. Advertisers use popular music and songs in various ways, in order to engage and completely persuade consumers with their product or service. However, the process of choosing the appropriate soundtrack or background music to the advertisement is greatly important and greatly crucial, since it can generally determine the level of involvement of consumers. Popular music cannot be randomly chosen, as when they catch the attention of the audience, they enable a person to categorise the stimulus created by the background music (categorised as liked or disliked), and this consequently facilitates understanding the advertising message. Some people considered this process of selecting suitable

Throughout the studies done in the field of music and marketing, it has been verified that one of the main purposes of music in advertising is being used as a background in order to create an appropriate enhanced ambiance to deliver the commercial’s message. The advertising message is understood based on the music’s intended purpose such as; creating excitement or entertaining the audience, indulging the consumers in a relaxing mood, attention or empathy. Therefore, in order