As a consumer of various products and an audience of numerous commercials, we usually filter our memory while choosing the product, unaware that we are choosing the products that leave a good impression on us. This is an effect from advertising and commercials. This differs from the sort of one-on-one advertising between a salesperson and a customer, in that it addresses a larger and more general audience. Therefore, advertising differs substantially from persuasive conversation as it relies entirely on mass media and consequently on widespread social meanings rather than personal or idiosyncratic motivations for purchasing. However, a successful advertisement should relate well to the nature of the ad, have a target and purpose, and have elements that match and connect well with each other. Music is considered to be the most commonly studied stimulus variables (Turley & Milliman, 2000). Without doubt, music plays a vital role in the interactive process of consumer behavior. A felicitous application of music background in commercials is an effective way to capture consumers’ minds. Another important element is sound slogans, as it is likely to be remembered. An effective slogan has the ability to be remembered for many years, representing a product’s reputation to the public. However, the application of these two elements requires mature techniques.
The functions of music in advertising consist of three points. First, music is a useful element of structure, including continuity and emphasis. As the function of continuity, music is used to smooth out sequences of discontinuous or disjointed scenes. As the function of emphasis, music is used to highlight or emphasize dramatic moments. Secondly, music is also used to enrich the background and entertainment, and create a certain atmosphere. An effective ad attracts an audience’s attention and interest. Thirdly, music could increase the impression of a product or the product’s name, meanwhile, also influencing consumers’ mood. Gorn, in his “ The Effects of Music in Advertising on Choice Behavior” (1982) suggests that peripheral influences such as background music used in commercials may become associated with the advertised product (in memory even if not consciously), and influence product choice through classical conditioning. Gorn's second experiment supported his hypothesis that when subjects were not in a decision making mode, the commercial's impact appeared to be more influential in its appeal when presented with musical background as opposed to product information. He concluded that through classical conditioning, the product becomes associated with the positive feelings of appealing music. Vocal music permits the conveyance of a verbal message in a nonspoken way. First of all, understanding the effects of background music in advertising should be presented with examples as proof. Coca- Cola is a common example whose success is known widely, producing an impressive commercial every year. And obviously the technique it uses is maturely combining a story and musical background. There are two other examples that may not be not as famous as Coca-Cola’s, but still just as successful. The first one is an automobile brand, Chrysler’s “Connect- Town and Country” commercial, which uses the song“Straight Line” by Dawn Landes, as their musical background.
“Remember when we were young
How you asked everyone to marry you
All of those songs we sung
You had a trampoline and a BMX bike
You didn't even like
I don't want to say it's breaking my heart
And I don't know where to start
Old friends are falling apart
Time like the name of a man
Covered and we both can whine
I miss the straight, straight lines”
…
The lyrics, rhythm and genre of the song certainly matches the commercial’s style and purpose, which is a summer theme full of sunshine, hope, and a
