The role of music in advertising

Music has long been an essential element in advertising, enabling brands to connect with their audiences through profound emotional resonance. This article explores how music not only complements ads but also plays a fundamental role in creating lasting associations between brands and consumers.

Music as a vehicle for emotions

Music has the power to evoke emotions, and in advertising, these emotions can strongly influence brand perception. Psychological studies suggest that when music is used effectively in ads, it can heighten the emotional impact of the message and improve brand recall. This happens because music can trigger memories and emotional associations in viewers' minds, facilitating a deeper connection with the ad’s message.

For instance, a touching ad that uses a gentle, nostalgic melody can lead viewers to associate the brand with feelings of warmth and trust. In contrast, energetic and rhythmic music can evoke a sense of excitement or dynamism, often used in commercials for cars or sports products.

Examples of success

Over the years, there have been advertising campaigns where music played a starring role, becoming as memorable as the ad itself. One of the most iconic examples is Coca-Cola’s campaign with the song “I’d Like to Buy the World a Coke” (1971). This musical piece not only helped convey a message of peace and unity during times of social turbulence but also reinforced Coca-Cola’s global identity as a promoter of positive values. The song was so successful that it was later released as a commercial single, further extending its impact.

A more recent example is Apple’s collaboration with emerging artists in product ads for items like AirPods and the iPhone. In these campaigns, Apple uses popular songs or catchy tracks to connect with younger audiences, which strengthens its image as a modern brand in tune with cultural trends.

Current trends

In modern advertising, the use of original soundtracks and collaborations with emerging artists has become a growing trend. Brands are investing in creating original music specifically tailored to their campaigns to stand out in an environment saturated with advertising content. These unique melodies not only reinforce the brand message but also allow companies to differentiate themselves in the market.

One example of this strategy is Volkswagen’s campaign that used an original, minimalist, and relaxing track in its electric car advertisement. This music complemented the calm and futuristic tone of the ad while reflecting the product’s innovative nature. By using an original soundtrack, Volkswagen created an auditory experience directly associated with its brand.

In addition, the trend of incorporating popular music in ads remains a powerful tactic. By using chart-topping songs or collaborating with up-and-coming artists, brands can capture the attention of younger audiences who are deeply connected to contemporary music culture.

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