page_title: Music in advertising
section_title: Functions of music in advertising
hierarchical_section_title: Music in advertising / Functions of music in advertising
caption_attribution_description: English: David Huron is an American musicologist.
context_page_description: Music in advertising refers to music integrated into electronic media advertisements to enhance its success. Music in advertising affects the way viewers perceive the brand by different means and on different levels, and "can significantly affect the emotional response to television commercials." It also affects the musicians whose music is featured in advertisements.
context_section_description: In advertising, "music can serve the overall promotional goals in one or more of several capacities." David Huron proposes six primary categories, which include: entertainment, structure and continuity, memorability, lyrical language, targeting, and authority establishment. Also, music in advertising can be used to appeal to a person's emotions and senses. The targeting of one's emotions is done so that the audience is swayed toward what is being advertised. Using music to influence a person's emotional state is effective, since “music has a significant influence on the consumer’s emotional state and mood, which is an important concept in the establishment of attitudes since mood states seem to bias judgments and opinions in the same direction as the mood state”. Being able to use music in advertising has made advertisements more enticing and attention-getting for the audience. Fifteen seconds is currently the standard duration of a television commercial so advertisers need to be able to successfully grab their audience's attention, which music does.
caption: David Huron is a professor at Ohio State University, in the Schools of Music and the Center for Cognitive and Brain Sciences. [2]
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