advertising
‘Using an advertising campaign of your choice, examine current understanding of the role of music in advertising’ This essay will contain relevant information directly linked with the chosen campaign. ... Relevant research will help to confirm Nike’s success, by using music in their advertising, and why they continue to develop new innovative music ideas or the use of highly successful artists. Moreover there will be examples included throughout the essay of other reputable companies who have also benefited from successful advertising by using the significant tool of music. ‘Advertising is the means by which on party attempts to convince or entice another into purchasing a particular product or service’ Burnett et al (2000). ... Advertising therefore differs substantially from persuasive conversation insofar as it relies entirely on mass media and consequently on widespread social meanings rather than personal or idiosyncratic motivations for purchasing. Music is an integral tool used in the advertising industry, Huron (1989) indicates ‘of the estimated sixty billion broadcast advertising hours encountered by North Americans each year, approximately three-quarters employ music in some manner’. For the purpose of this essay, there are basic ways which are identified in music that can contribute to an effective broadcast advertisement: 1) entertainment, 2) structure/continuity, 3) memorability, 4) lyrical language and 5) targeting, such categories will clearly explain the relevance they have in order to make the campaign successful and lead Nike to become recognised and profitable by using creative and clever advertising, initiating specific tools to produce a memorable advert. ... Pop music and advertising have a long history together. ... People easily identify jingles as advertising and tune them out. ... A large portion of an advertising budget will be wasted through misleading messages; consequently advertisers are interested in media whose demographic characteristics more nearly match the market segment targeted. ... In conclusion it is clear to see that the use of music in advertising will always play an integral role throughout advertisements. From the use of music in early advertising to cover up a message, music is now used to influence the viewer into making decisions based on aspects that relate to them personally. Looking at Nike we know that the role of music is intrinsic in their advertising campaigns where the message can portray different meanings to different people.