Advertising isn’t a new concept. The oldest form of advertising was found in Thebes, Egypt. Archeologists found a papyrus advert dating back to 3000 BC of a slaveholder who was looking for his slave. In the modern world, advertisers use music to connect with their audience.
Music has a powerful influence on your emotions and even your memory. That’s why some songs get stuck in your head for days. Sounds and music are used as strategic tools to create a lasting impact on customers. Continue reading to find out how this is achieved.
Why is Music Important in Advertising?
When watching adverts on TV, YouTube, or Facebook, you’ll barely find ones that have no music or some form of sound. Music enhances the story of an advert and can create suspense or a sense of urgency. Adding music to your advertising campaigns can also boost brand awareness.
Think about certain jingles that you’ve heard in the past. Some of them are nostalgic and can take you back to happier times. That’s the power music can have if you know exactly how to use it in advertisements.
10 Ways Music is Used in Advertising
- Using The Major Key
Many advertising agencies create songs or jingles for ads in the major key because they have a joyful and playful sound. These songs can make listeners feel carefree and confident. Songs in a major key are perfect for advertising toys or baby products.
- Appealing to Different Demographics
Various styles of music, such as hip-hop, funk, pop, and even rock, can appeal to different demographics. If the ad is aimed at senior customers, then a slow melody might be used. On the other hand, if the ad targets teenagers, an upbeat sound can make them feel excited about what you’re advertising.
- Female and Male Vocals
Advertisers may use a female’s vocals on jingles or songs if they want to make consumers feel confident and energetic. A male’s voice is typically used for voice-overs because they have more of an authoritative sound. What’s more, males can have gentler tones perfect for advertising perfumes or chocolate.
- Cinematic Sounds for a Dramatic Feel
There are certain commercials that need sounds to create a sense of urgency or energy. This is where cinematic music comes in. Dramatic scores are ideal for ads about cars, machinery, or extreme sports. It makes customers feel a sense of anticipation and excitement.
- Synth Music is Popular
Synth is another common choice when it comes to composing music because it creates memorable melodies and hooks. It also offers a wide range of tones that allow composers to create unique elements for advertisers.
- Setting the Pace of an Advert
Music can set the pace and rhythm of an advert. Calm music allows the viewer to relax while taking in the information at a slower pace. If you create an advert with flashing images or quick motions, you’ll want to include music with faster tempos.
- Continuity and Transitions
Use music to serve as a bridge between scenes or elements within your commercial. Sounds can create a smooth transition between scenes. It helps to maintain the flow of the advert so that it doesn’t seem forced or unfinished.
- Sudden Changes in Tempo
Add emphasis and impact to your adverts by adding well-paced musical cues to highlight key points in your commercial. For example, you can change the intensity of the music so you can draw attention to a product or call to action.
- Using Sound Effects with Music
For radio adverts, it can be difficult to picture what the message is about. You can enhance your listeners’ imagination by using sound effects with your music. For instance, if you’re advertising crisps, create a crunching sound effect whenever an actor bites into a crisp.
- Music to Suit Different Products
Not all music will work for the type of product you’re selling. It’s important to choose sounds that will make your products stand out. Rock music is typically used for car commercials and even sporting events. Ethereal music is used to advertise perfumes or luxury items like jewelry.
With the right music, you can grab the attention of your audience when advertising a product or service. It acts as a hook to draw your audience in and keeps them engaged throughout the commercial.
What’s more, using certain types of music can help your content stand out from your competitors. Your audience will know that it’s your company advertising simply by hearing a sound that is associated with your brand.
Use the tips in this article to help you make a memorable commercial your audience will love!