Why are there commercials

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The importance of music in advertising

In the majority of auditory and audiovisual advertising, music is a key design factor. Jingles, instrumental music or songs should support the advertising effect. A number of studies therefore deal with the question of what effects the music used has on advertising perception.

Numerous studies assume that music - like language - conveys meanings that are usually understood by the consumer and make it possible to convey basic emotions. Through associative links, musically conveyed meanings can be transferred to products and / or brands. This process is rather unaware. Only a fraction of the test persons is of the opinion that the music they perceive has an influence on their product assessment or choice.

However, the proven conditioning effects cannot be generalized, but depend on product classes or individual music preferences. An important prerequisite for the advertising success is the fit of the music to the advertising, whereby both the agreement with the narration of the commercial and with the product or the brand itself are relevant. The impression of the music, for example whether it is a faster or a slower piece, or whether it is played instrumentally or sung, is important for perception. Faster versions obviously lead to a higher degree of activation and thus generate more positive emotions. But slower music can also have advantages, namely when it arouses awe and admiration in the consumer. The use of an instrumental or vocal piece, on the other hand, can affect the consumer's information processing processes. If singing - and thus also texts - is used in advertising, it must be ensured that verbal information in the advertising, for example when explaining the product benefits, and in the music (e.g. song texts) harmonize in terms of content.

MP 6/2018, pp. 320-323

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