Advertising is an integral part of modern society. Different people react to different products depending on how they are advertised. Background music is often used in commercials to attract customers. Except for jingles that have words, commercial music does not include any music to interfere with the memory. The message is accompanied by rhythm. The three commercials were played with music accompaniment in order to explain the ‘jingle branding’ association.
It was found that people learn and remember the first piece that they hear, regardless of whether it is an advertisement or a brand. Hartmann says that consumers are able to quickly associate a particular jingle with a brand. “A jingle may affect a brand as soon as it is associated. This means that the jingle can be, to a large degree, (alongwith its associated memories or emotions), what makes a buyer’s brand identifiable,” the study concluded.
Ads are remembered more easily if they have emotional themes. Research on advertising’s effectiveness in promoting melody has been repeatedly confirmed by psychologists who studied lyrics. An ad’s music and product message must be in sync. Studies show that the right music or soundtrack can help increase attention. It will make an ad’s visibility, viewability, and understanding easier. Customers are more likely to enjoy the commercials and have a greater emotional response. Emotional memories are stored in the brain more deeply than other memories. Ads that use more appropriate music are more likely of being remembered.
FMCG marketers were the first to incorporate music into advertising. This was in 1920s. They were the first to connect brand names with musical and dramatic theme. It was becoming more common to use classical music that is not subject to copyright. Coca-Cola introduced original music to its advertisements. Contemporary music was more popular in advertising after licensing costs began to drop in the 1980s.
