Advertising: Influence and Persuasion (Term Paper Sample)

Advertising: Influence and Persuasion
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Since the 1920’s, music has been used in broadcast commercials all over the world. The objective of this paper is to analyze how music in adverts has played a part in spending patterns of consumers of a particular product and the consumer’s attitude towards the music played during broadcast commercials. Studies conducted by the University of London showed that music plays a vital role in advertising. From the research it was evident that music triggers an emotion response that last much longer, this makes people be warmer toward a particular brand. Lastly, music enhances memory as people are able to remember childhood jingles if even they have forgotten the visuals. To understand the power of music in broadcast commercials I will use cokes advert "I'd like to teach the world to sing" as a case study (GRAAKJÆR and JANTZEN, 2009, p.23).
Cokes advert turned out to be a success partly because of the music that portrayed messages of hope. The song was sung by a multicultural group of teenagers on top of a hill holding cokes bottles that were labeled in different languages. The lyrics of the song illustrated the idea of happiness which has an effect on consumers associating the product with satisfaction and translated in people from all over the world loving the good. The lyric of the song emphasizes the theme of happiness which many people identify with (DOUGAN, 2006, p.91). The songs catch’s their attention as many people are always in pursuit of happiness resulting in emotions that translate in making the product more desirable. The lyrics of the song also portray messages of hope that help to bring people together thus helping to connect with people who may not be interested with coke (TAYLOR, 2012, p.101).
The song was well received by the consumers, considering that people are passionate about music the song was able to connect with most people and enhance memory of the target audience with the ad campaign. Consumers created interest in the song, and it translated to people requesting for the song in various radio stations, giving coke free advertising and increasing the popularity of coke products. This makes the ad campaign effective as the song was able to unify the target audience and get people social circles talking about coke. When the target audience liked the song, it consequently translated to consumers wishing the products associated with that song. This can amplify the individual advertising effects and create a global phenomenon (JUSLIN and SLOBODA, 2009, p.53).
The music played in the coke advert was played in the foreground. This made the advert distinctive and attention grabbing and hence the advert was able to stand out from the clutter of broadcast commercials that were being aired at the time. The lyrics of the song were made to induce a happy mood making consumers associate coke products with happiness. The song was also made to entertain consumers and consequently help establish an image of fun when people are using coca cola products. In the recent years, Coke has used a numbers of songs in their adverts, and the ad campaigns have proved to be successful (KLEIN.2009, P.79).
Conclusions are that music plays a crucial role in creating successful ad campaigns. It is the role of every manager to evaluate how consumers might react to music in their broadcast commercials. There is the need for more research to be done to ascertain whether using music in adverts, directly results in increased sales for the given company. Lastly, it is high ...