Music can be seen as a language in its own right. Music and verbal languages are forms of expression used as a way to communicate with others. Music differs to spoken word as it doesn’t need to be understood to be effective. You don’t need to understand Japanese to understand music by a Japanese composer. Music can be used to gain attention, create desired moods, change the pace of the advertising narrative facilitate brand and message recall, improve attitudes towards brands, influence purchase behaviour. “Music moves us. It brings life to solitary thoughts and memories, can comfort and relieve loneliness, promote private or shared happiness, and engender feelings of deep sadness and loss. The sounds of music communicates emotions vividly in ways beyond the ability of words and most other forms of art. It can draw us together in affectionate intimacy.” (Panksepp and Trevarthen, 2009: p105).
It is no surprise that music has been used as a communication tool in advertising from as early as the radio jingles of the 1920’s. Kellaris, Cox, and Cox, 1993 perceived music to be the single most important creative ingredient in advertising. Music in advertising works alongside spoken word and often visuals to create the overall message of the advertisement. It has been discussed as to whether musical congruity enhances or devalues the desired brand message. Although a lot of studies have proven it difficult to get accurate responses in terms of musical congruity due to the subjectivity of the topic, it seems that many reports favour the use of congruent music to communicate a message in advertising. In this essay I will be discussing these views further in relation to both recent and well established theories.
The role of music in adv...
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...Drugs http://www.youtube.com/watch?v=C-pxuWgsa3g&w=560&h=315 - Waitrose Golden Brown - Heroin & A Girl http://www.youtube.com/watch?feature=player_embedded&v=W11ejAC_ZkI - Florette ad - Build and tension, story http://www.youtube.com/watch?v=UKcr1bZMV5s - KFC Musical/Humor http://www.youtube.com/watch?v=XqWig2WARb0 - Bear and the Hare http://www.youtube.com/watch?v=qei1lECxlOI - Co-Op summer XMAS http://www.youtube.com/watch?v=pEUmhXCmXLU - Lottery everyday voices ad http://www.youtube.com/watch?v=MK3Z2SgBVsA - Admiral - West Side Story AND Own People Same as KFC http://www.youtube.com/watch?v=ygeWsoYYMuQ - Southern Comfort Juxtaposed music and visuals http://www.youtube.com/watch?v=MXiJBp7HK5o - We Buy Any Car - 2010 TV UK
John Lewis 2012 Christmas Ad
Songs
Most wonderful time of the year - andy williams 1963
Odette - Hit or Miss 1970
Gabrielle Aplin
Youtube
Ads that have a target audience are likely to do well. The ad "spread music not the flu" uses appeal and targets young adults. Music is viewed as a happy thing people enjoy listening to. Most people don't enjoy getting a flu shot. By comparing spreading music to spreading the flu it gives the audience a question of if they would rather get the flu shot and stay happy, or become sick with the flu. This
"The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition." By Jon D. Morris and Mary Anne Boone. N.p., n.d. Web. 17 Dec. 2013.
Music has been around since the very beginning of time. The human body flows in a rhythmic syncopation. Music is used to change one’s mood and to inspire those who open their minds. It has the potential to cure diseases such as Parkinson’s disease. Humans, of every culture and society, function with a type of rhythmic music. As humans, we are hard wired to respond to music (Mannes). The human brain responds to music in such a way that the brain becomes more open to new rhythms, ideas, and values. Music has the power to take over the human body. This makes it easier to overcome conflict and change the ideals of somebody while using music (The Power of Music).
Music is one of the most powerful and influential language which to many people in
The art form of music is no different than the visual arts or the written word. Just as an artist can express what words can’t and they translate with a brushstroke, this is no different in how a musician can effectively move an entire an audience and impact them with the harmonious synchronized sound an instrument makes. I am not going to ironically write and define what music means objectively, that is what a dictionary is for anyway. Subjectively speaking, to me, music is a language that translates and reflects human emotion, expression, and our history as a whole.
Since the earliest days of human civilization music has been a key tool for communication of stories which carried emotions through them. If we think back to our youngest years of life music has surrounded us whether it was from our parents singing us lullabies or from some sort of toy that played music we can say that musical melodies have helped shape or lives one way or another. Once we start growing up and figuring out who we are our musical preferences change; some people like classical and some like punk. We start to befriend people who like the same music as us and eventually we may attend a musical event. Our lives somewhat revolve around the music that we listen to.
Music is used in a variety of different ways. Some are very simple and logical, many others are creative and complex. Music is used to give emphasis to movies and advertisements, commercials and TV shows. Music is also used to express feelings and to communicate ideas and thoughts, without the barrier of language. People who cannot understand a language, can respond to music by singing, dancing, beating on a drum, in whatever way; people respond to music, and they like it (Weiss). A song may mean totally different things to different people with their own preferences and cultures. Show a popular piece of music to two different people and without a doubt, their interpretations and views of the song will almost never be exactly the same (if you need more sources this would be an EASY one to find a quote/reference to). The same song in the U.S. may be interpreted the same way in Germany, or Japan, or it may be interpreted in a different way. This is the great thing about music it is all relative to one’s personal views and preferences. Meaning that music is the universal language to speak with and through, allowing for the ultimate tool to both express feelings and to interpret other’s feelings. One more use of music, and possibly one of the most underutilized ways is to heal. Musical healing has been used for millennia with positive results. (Again…it would be super easy to pop a date in here and reference a source). Utilized by the very first shamans who practiced the change in consciousness to make contact with the spiritual realm. Music therapy has healed wounds both physical and mental and has been proven effective against many forms of diseases (Reiser). In Ancient Egypt, physicians sang scripture in curative tones. Witch Doct...
Should artists use their music in advertising? Advertising someone's music is actually a good idea to launch off their career. Many may disagree with that for reasons of there own. Even, if there are con's to advertising music their are many pro's.
Music is one of the most fantastical forms of entertainment. Its history stretches all the way from the primitive polyrhythmic drums in Africa to our modern day pop music we listen to on our phones. It has the ability to amaze us, to capture our attention and leave us in awe. It soothes the hearts of billions, and it is so deeply rooted in my life that it has touched my heart as well. Everyday I walk to the beat of the song stuck in my head and hum along to the melody. For me, to listen to music be lifted into the air by the hands of your imagination and float around for a while. You forget about your worries, your troubles and find peace within the sound. Every chapter in my life is attached with a song. Every time I listen to a certain song, thoughts of my past come flooding back
Music is that one friend that will always be there and will never judge us. It changes and has a huge impact on lives tremendously. There will always be that one song that can make a person get up and go. Sometimes, when we are sick it helps to take away some of the sorrow, pain, and it comforts us the best way it can. (White)
Music as a form of expression lies between contradictory ideas such as noise and silence. Figuratively speaking, music can be perceived as a fabric made of strings, in which each string complements the other, brings them together and achieve the ultimate goal, perfection. Music is one of the factors that makes every individual a person of their own, hence it varies as well as it differs from one to the other.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
“Many a small thing has been made large by the right kind of advertising” (Mark Twain). Advertising, the very business of claiming attention. Through many successes and twice as many failures, advertising has always been a competitive field to be a part of. New techniques are constantly being shouted out or thought of to try and get a head in the game. Propaganda, obnoxiously large print headlines, and lavish pictures are few of outrageous techniques to get the message out there. However the need to bluff, or over exaggerate products and brands is no longer needed, when you can simply emphasize with a simple tool. Sound, the very tool humans use to associate language, can be the tool used to associate advertising endorsements. With the emotional effects sound can create, it has been shown to create emotions to certain adverts and companies. Despite which emotion is trying to be perceived, sound proves to be more useful as an influencer than visuals in marketing. Either used as the main source of an advert, or the backdrop, sound creates an environment or advertising persona. Truly, sound is the key to successful advertising in society. With the rapid decline in print media and up rise of technology, sound is more of an important factor to advertising media masses today. While sound is found more intrusive than visuals, it has also found to have more impact on consumers. Due to its booming qualities, sound can create both positive and negative attitude towards advertisements and brands. However the echoic impact is still stronger than iconic, and shows in fact why sound should be more widely used.
“Mary had a little lamb, little lamb, little lamb; Mary had a little lamb, whose fleece was white as snow.” For centuries “Mary had a little lamb” has become one of the most universally recognized nursery rhythms since being published in 1830. Centuries later it is still one of the most popular songs of the world. Merriam Dictionary defines music as “the science or art of ordering tones or sounds in succession, in combination, and in temporal relationships to produce a composition having unity and continuity.” With that in mind, music is found everywhere. Whether it’s in the Great Wall of China to the jungles in Africa, music is found everywhere. The main purpose of this paper is to show that music is in fact a universal language by comparing music with other official languages, showing how music influences emotions and how music literacy and emotions helps people understand music as a language. In order to fully execute my purpose of proving that music is a universal language, I will be focusing on using personal experiences, researching articles and specific musical examples from class.
Music has always been a big part of my life. Music is not just a bunch of melodies, rhythms, and vibrant sounds. It is a comfort to me. The lyrics of a song challenge my intellect and the rhythms and beats affect my emotions. Music understands me when people don’t. At times it takes me back to an event in my life or even in history. Both consciously and subconsciously my mind remembers the emotions that are attached to a certain song. It can make me feel on top of the world or the complete opposite; music can change the atmosphere and also set the mood. Music has power over my human soul. It soothes it. I cannot imagine not having music to listen to. It is a powerful force and my love for it is incredible.