No matter what style, genre or structure – there will always be a piece of music that can provide you, your consumers and your business value and experience. David Huron, a professor at School of Music at Ohio State University, wrote in a report that music can contribute to an effective advertisement with six (6) different capacities.
Music can also be used to depict stages of a process/service or emulate a series of emotions, thus continuous. It helps us determine which part of the “whole performance” is playing – it can differentiate the rising action from the climax!
Some words/phrases are really better sung than spoken. Incorporating your business’ selling points in a musical composition or spin-off decreases “hard-selling” and lets your audience accept your message more. As Huron reported, “mixtures of speech and song provide advertisers with opportunities for both logical, factual appeals and emotive, poetic appeals.”
Music started to exist way back when we humans started to hear. It has gone through decades and decades of culture, and has evolved into many different and distinct pieces of art, in which we can identify with specific social and demographic groups. For example, we can distinguish OPM originated from the Philippines because of its sound and roots. By identifying your target market, and by playing music that appeals to them by heart, the business is able to reach out more intimately to its audience and leave a memorable message.
Music can be used to enhance an ad’s credibility as it can provide genuine appeal. This is mostly accompanied with expert testimonials and nationalistic agendas. The music allows the consumer to actually listen to the valuable message that comes along the instrumentals.