User:Avitaperone/sandbox

Targeting
Using different kinds of musical genres in the advertising world helps advertisers draw from the kind of audience they think will be interested in their products. The idea that there is a specific group of people that an advertiser is trying to reach is called Target audience and music is a significant aspect of what draws the target audience in.

Music can create different moods and sway people of different groups into thinking or feeling certain ways. The different tempos, time changes, pitches, and content of the music can target any one or many groups of people the advertiser may be trying to reach. For example, using melancholy music in a Sarah McLachlan commercial talking about abused animals, is going to target an audience who will feel extremely uncomfortable due to the images of the sad animals along with the depressing music, and therefore making them more inclined to take action and make donations. Opposite of that, is the original iPod commercial, which uses a electronic sounding song that is targeting a younger audience that is looking towards the future and to get them excited about this interesting product that was unlike anything they had ever seen before.

Often times, music in advertisements show a viewer what a product is before the ad actually states it. Linda M. Scott, says in her journal, “Studies of advertising music share an underlying theory in which music is an affective background component that causes attachment to the product without the cognitive involvement of the viewer.” Music can create a bond between a viewer and a product, which is why it is so important for advertisers to choose the right music for their target audience.

Authority Establishment
Authority Establishment in music in advertising is the idea that using specific kinds of music can help give an advertisement more credibility because of the artist being used in the ad. This is another way that companies can help persuade consumers to buying their product. Using a specific song that holds weight in the target audience the advertiser is trying to reach can strengthen the bond between the product and the consumer.