Advertising is a very important part of today's society. People have different emotional reactions to an advertised product and the way it is advertised. Commercials typically contain background music and eye-catching, bright colors to attract customers. The music in commercials, unless they are jingles, has no words to avoid interference with memories. Rhythm is used to provide a rhythm to the message. To understand the 'jingle-brand' association, participants in a study were made to listen to three advertisements with musical accompaniment. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay The results showed that people quickly learned and memorized the first piece of music they heard and that this was what most considered the best option for advertising and branding. “Being exposed to a specific jingle and a brand at the same time very quickly creates an associative link in the consumer's memory between the jingle and the brand,” adds Hartmann. The musical style also affects people's impression of the brand, for example if it is fast and upbeat the customer will remember a happy connotation of the brand. “A brand can be struck by a specific jingle from the first moment it is associated with it. This makes the jingle, to a large extent, (along with the memories and emotions associated with it), what makes a brand identifiable in the buyer's mind," the study concludes. The emotional themes of songs can help consumers to remember advertisements. A study conducted by a psychologist on lyrics has repeatedly demonstrated the power of melody in advertising. There must be a clear correspondence between the soundtrack of an advertisement and the message of the product it intends to promote demonstrate that the right song or musical soundtrack in an ad can; increase attention, making an ad more likely to be noticed, viewed and understood. Customers can enjoy it more and have a more emotional response if they understand and remember one commercial. The brain encodes emotional memories deeper than other memories. This means that ads with the most suitable music are more likely to be remembered. Please note: this is just an example. Get a personalized article from our expert writers now. Get a Custom Essay The use of music in advertising was developed in the 1920s by FMCG advertisers. They were pioneers in linking brand names to musical and dramatic themes. The first 30 years of post-war advertising around the world featured jingles, specially composed songs, and musical stings, as the cost of licensing original copyrighted music was illegal. Copyright-free classical music was increasingly used. Coca-Cola began using original music in advertising. Towards the end of the 1980s, as licensing costs began to decline, the use of contemporary music increased. Works Cited Hartmann, P., & Brugger, C. (2018). Advertising jingles and brand associations: The effect of jingle style, product involvement, and the mediating role of brand-music associations. Psychology of Music, 46(4), 516-533. doi:10.1177/0305735617709893Lonsdale, A. J., & North, A. C. (2011). Why do we listen to music? An analysis of uses and gratifications. British Journal of Psychology, 102(1), 108-134. doi:10.1111/j.2044-8295.2010.02035.xDahlen, M., Lange, F., & Smith, T. (2010). Marketing Communications: A Brand Narrative Approach. John Wiley & Sons.Bruner, G.C., e., &.