Melodious Marketing: The Intentions of Music in T.V. Commercials

Abstract

Whether intentional or not, music seems to be an important element in television commercials. This thesis will determine exactly how effective music is and if a company’s marketing team considers using music to reach a specific advertising goal. To do this, several areas are discussed including psychomusicology (the effects of music on a human’s responses) in relation to emotional response and memorability, music’s effect of brand attitude and purchasing intentions made by consumers, the use of jingles, effects of T.V. commercials on the music industry, and the challenges that may arise by using music in a T.V. commercial. Regardless of the positives or negatives, music does indeed play a role in the effectiveness of a T.V. commercial to consumers and is a consideration all companies must include when creating their T.V. commercials.