The inclusion of preexisting music in advertisement soundtracks is common in modern marketing. Unlike in the past, where advertisers used original music in ads, contemporary marketers tap into the power of popular music to appeal to consumers who have established a strong following for musical artists. Advertisers use popular songs from musical groups, bands, and lone artists and sometimes use classical hits. Ads tap on music’s ability to create exciting atmospheres while selling products’ features. Music increases advertising appeal by creating images and meanings associated with a product.
Whether preexisting or original, good music contributes to advertisements’ effectiveness by enhancing their appeal. Melodies can find a place in consumers’ memories, possibly outlasting the ad itself. Without music, advertisers will struggle to establish a persuasive force with their customers. Brands can identify with consumers’ tastes and preferences by tapping into their preferred music. In this regard, advertising has constantly evolved with popular music culture to stay in touch with consumer trends.
The primary function of advertising is to frame consumer’s expectations and perceptions. Music is essential in realizing this goal because it can create expectations among consumers, and memorability guides consumer choices. Popular songs have recognizable rhythm, melody, and lyrics, acting directly in inducing buyers in favor of a particular product. Advertisers borrow interests from music to promote the short and long term marketing goals of a product. Therefore, ads influence consumers to associate popular songs with the perceived acceptance or superiority of a product.
In recent years, social media sites have emerged as popular advertising channels for small and established brands. The popularity of musical artists has placed them among the most followed individuals on social media. It is common for advertisers to tap into theirs social media fanbase to sell their products. On the same note, musical artists have established identities and initiatives, such as race and equality (Palencia-Lefler 3). Therefore, brands use music to align with the artists’ identities, which increases their appeal to consumers.
Music has a unique ability to function as a bridge between products and consumers. Brands are more interested in creating consumer stories than getting individuals to make impulse purchases. Music enables advertisers to achieve long-term sustainability by tapping into consumers’ emotions and developing strong connections with products. The growing popularity of music and musical artists implies that preexisting music will continue to be an essential element in aligning products with the consumers.
Palencia-Lefler, Manuel. “Film music in advertising: An intertextual approach.” Journal of Marketing Communications 26.5 (2020): 457-474.