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Music in advertising refers to music integrated in (mass) electronic media advertisements in order to enhance its success. Music in advertising affects the way viewers perceive the brand by different means and on different levels, and “can significantly effect the emotional response to television commercials”. It also has an effect on the musicians who’s music is featured in advertisements.

Functions of Music in Advertising
In advertising, “music can serve the overall promotional goals in one or more of several capacities.” These capacities include six primary categories: entertainment, structure and continuity, memorability, lyrical language, targeting, and authority establishment.

Memorability
Music in advertising is “the most common musical technique for aiding memorability and hence product recall".

Music serves the function of making a product more memorable to viewers, as it is known to "linger in the listeners mind". When used in an advertisement, the content of the ad lingers along with the music. Easily recognizable music is put in television ads to produce a “significant positive relationship with recall and comprehension” for the viewer. On top of this, “recall of information is improved when cued with a well-known song”. Advertisements strategically use popular music to make a lasting impression on viewers.

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.

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, "Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising" “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.

Relationship with Musician
Music effects the moral value of the artist, in the sense the music he/she makes out of their feelings and emotional drive is then used for a car commercial, or maybe one of their songs is used for a mayonnaise commercial. This could be seen as "the ultimate sellout that offended aesthetic and bohemian values" Being that the original intent for the song was not intended for random advertisement, musicians may feel cheated.

On the other hand, “by contrast, today advertisements represent one of the best opportunities for many musicians to gain access to mainstream markets (The erasure of antagonisms between popular music and advertising).” So, a musician having his or her song used in a popular ad may contribute to the success of that song.