Videos Company: The Psychology Behind Music Selection
In 2012, Old Spice released its “Smell Like a Man, Man” campaign featuring the character famously played by Isaiah Mustafa. The bold visuals were unforgettable, but what solidified the ad’s success was its use of music. The quirky and unexpected shifts in tempo and melody perfectly complemented the humour and absurdity of the visuals, creating a memorable experience. The music did not just support the advertisement; it elevated the entire campaign, leaving viewers humming the tunes and associating them with the Old Spice brand. This is a powerful example of how music can shape how advertisements are perceived and remembered. Music is an integral part of advertising videos. It can evoke emotions, shape perceptions, and influence behaviour in ways that visuals alone cannot. Studies show that music helps audiences connect with advertisements, making the content more relatable and memorable. This article will explore the psychology behind music selection in advertising videos, focusing on how music influences emotions, memory, and viewer behaviour. It will also examine the practical considerations and challenges of selecting the right music, from cultural relevance to licensing. Throughout, we will discuss the role of a videos company in navigating these complexities, ensuring that the music chosen enhances the overall impact of the advertisement while aligning with client objectives.
The Influence of Music in Advertising
Music is more than an auditory backdrop in advertising videos—it is an active participant in shaping viewer perceptions. For example, a study published in Frontiers in Psychology (2022) found that advertisements with music congruent to the visuals and message increased recall rates by 15% compared to ads with mismatched or no music. Similarly, the study The Influence of In-Store Music on Wine Selections conducted by North, Hargreaves, and McKendrick (1999) demonstrated that music tempo influences consumer behaviour, with faster-tempo tracks prompting urgency and slower-tempo music cultivating a relaxed atmosphere. For a videos company, these findings help in selecting the right music, a deliberate process that aligns with the client’s objectives, the audience’s preferences, and the video’s narrative.
Functions of Music in Advertising Videos
- Entertainment Value
Music makes advertisements enjoyable to watch. The right melody can enhance the visual content, holding the viewer’s attention for longer periods. A videos company often prioritises music that complements the tone and aesthetic of the ad to create a harmonious auditory and visual experience. - Structural Support and Continuity
Music provides a rhythmic and thematic structure to videos. It helps guide the viewer through transitions, connects scenes, and reinforces the narrative. This structural role is especially important in fast-paced advertisements where storytelling needs to be cohesive despite time constraints. - Enhancing Memorability
Advertisements that feature music, particularly with catchy tunes or lyrics, are more likely to stay in viewers’ minds. Research published in the Journal of Consumer Research highlights that music aids in encoding brand messages into memory, increasing recall and brand recognition. - Alignment with Target Audience
Different musical styles appeal to varying demographics. For example, upbeat pop tracks may resonate with younger audiences, while classical or jazz compositions might appeal to older viewers. A videos company often works closely with clients to ensure the music aligns with the intended audience’s tastes and preferences.
Psychological Mechanisms in Music Selection
- Emotional Influence
Music has a profound effect on emotions. Studies show that minor keys evoke feelings of sadness or seriousness, while major keys often induce happiness or optimism. This emotional impact is used strategically in advertising to elicit specific viewer reactions. - Memory Encoding
Music supports the encoding of messages into long-term memory. Repeated exposure to a specific jingle or song associated with a brand strengthens recall. A videos company uses this psychological principle to enhance the effectiveness of their advertisements. - Cognitive Processing
The congruence between music and visuals plays a role in how viewers interpret advertisements. When the mood of the music aligns with the imagery, the message is easier to process and more persuasive. Research from Psychology of Music demonstrates that congruent audio-visual pairings increase comprehension and brand favourability.
Strategic Considerations in Music Selection
- Genre and Tempo
The choice of genre and tempo significantly affects how an advertisement is perceived. A fast-paced track can create excitement and urgency, ideal for limited-time offers, while slower, melodic music suits ads promoting relaxation or luxury. - Cultural Sensitivity
Music should be culturally appropriate for the target audience. A videos company must research regional preferences to avoid unintentional missteps, ensuring the music feels familiar and respectful. - Original Scores vs. Licensed Tracks
Deciding between creating original music and licensing existing tracks involves several factors, including budget, creative control, and brand identity. Licensed tracks may offer immediate recognition, while original compositions can be customised to fit the advertisement perfectly.
Case Studies of Effective Music Use
- Coca-Cola’s “Taste the Feeling” Campaign
This campaign successfully used an original track that matched the brand’s vibrant, uplifting image. The song’s repeated use across various advertisements reinforced brand recognition. - John Lewis Christmas Advertisements
These ads are known for using emotional music to tell heartfelt stories. Cover versions of popular songs help create a sense of nostalgia, appealing to a broad audience.
Challenges and Ethical Considerations
- Licensing Complexities
Music licensing can be a challenging process involving legal agreements and fees. A videos company often acts as an intermediary, ensuring that all rights are secured without exceeding the client’s budget. - Ethical Use of Music
While music can influence emotions, it is important to use it responsibly. Overly manipulative techniques may lead to viewer distrust. Transparency and authenticity in music selection maintain the integrity of the advertisement.
Conclusion: The Role of a Videos Company
Music has a unique way of staying with us, sometimes even when we do not realise it. Consider how a familiar jingle can suddenly come to mind years after you last heard it. This phenomenon is no accident; it is the result of intentional music selection in advertising. As this article has shown, music can elicit emotions, influence behaviour, and make advertisements more memorable. A videos company plays an important role in understanding and applying these principles. From aligning the music with the message to managing cultural nuances and licensing complexities, their expertise ensures the music amplifies the ad’s effectiveness without overshadowing its purpose. Ultimately, music is not just background noise—it is a deliberate element that can transform how advertisements are perceived. Studies even suggest that the tempo, style, and mood of music can affect consumer behaviour in measurable ways, such as the likelihood of recalling a brand or making a purchase. By applying the insights discussed here, advertisers and production companies can select music that directly impacts how the audience reacts to and remembers the ad.
Sound Idea Digital knows how important the right music is in advertising. Reach out today and let’s create something that truly speaks to your audience.
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