Music in advertising
"[3] David Huron proposes six primary categories, which include: entertainment, structure and continuity, memorability, lyrical language, targeting, and authority establishment.
Fifteen seconds is currently the standard duration of a television commercial so advertisers need to be able to successfully grab their audience's attention, which music does.
[5] The entertainment aspect of music helps make an advertisement more appealing by adding aesthetic value to it.
From this point of view, "music need not necessarily manifest any special affinity with a particular product or service in order to play an effective and useful function.
It can also create an antagonist and protagonist within this narrative by giving them typical musical figures, harmonies or melodies.
[10] Music serves the function of making a product more memorable to viewers, as it is known to "linger in the listener's mind.
Easily recognizable music is put in television ads to produce a "significant positive relationship with recall and comprehension" for the viewer.
Whether it be in a catchy, recognizable song or with loud, vivid colors, and effective commercial or advertisement must come across fantastically for the consumer to consider taking a product into account.
Music is the number one way for companies to entice a consumer or buyer, usually spending up to half of a million dollars to create commercials that will stand out to the public.
"Picture-word congruency [was] found to enhance verbal recall when the picture does not evoke distracting imagery.
"[12] Music has a great part in drawing in a consumer to consider an item for purchasing, but visuals tend to enhance the advertisement for later recall.
In times where both lyrical and visual advertisements are presented, it brings positive invocations to the viewer and memorizing certain products becomes more effective and easier for future recall.
Studies have been conducted to compare various elements of "stimulus congruency" that prove how higher volume advertisements turn the eye and make products more appealing.
It becomes easier to target younger people, seeing as that their ability to memorize words of a song faster and therefore creating commercials and advertisements that trend worldwide with their specific musical taste.
Music can provide a message without the customers consciously noticing it; in other words, they are "uninvolved, nondecision-making consumers rather than cognitive active problem solvers.
The different tempos, time changes, pitches, and content of the music can target anyone or many groups of people the advertiser may be trying to reach.
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.
Expertise can be similarly subjectively perceived, but also includes relatively objective characteristics of the source or message (e.g., credentials, certification or information quality).
The well-known person/company has to live up to the previous expectations and not disappoint those who have shown up to see them speak and possibly purchase the product.
This could be seen as "the ultimate sellout that offended aesthetic and bohemian values"[22] Being that the original intent for the song was not intended for the random advertisement, musicians may feel cheated.
[citation needed] On the other hand, "by contrast, today advertisements represent one of the best opportunities for many musicians to gain access to mainstream markets.
The reason is that "musical styles and genres offer unsurpassed opportunities for communicating complex social or attitudinal messages practically instantaneously.
"Music now is more often employed as 'borrowed interest' capturing a feeling, setting a mood, recalling past experiences and playing them back on behalf of the sponsors.
In the earliest adverts, companies would use jingles and specially composed songs to explicitly promote the product being advertised.
