The evolution of music in advertising reflects a fascinating journey through time, culture, and technology. Let’s examine how it has evolved over the years, highlighting key examples from each era.
The Early Days of Music in Advertising
In the early 20th century, the focus was on simple, catchy jingles. A classic example is the “Pepsi-Cola Hits the Spot” jingle from the 1940s, which was short, memorable, and often played on radio shows. Another notable example is the “Brylcreem – A Little Dab’ll Do Ya” jingle, which became synonymous with the product.
The Rise of Television and Radio
As television and radio became more widespread, advertisers began to use popular music or create original songs for a broader appeal.
The 1960s and 70s saw a surge in this trend with examples like Coca-Cola’s “I’d Like to Teach the World to Sing,” originally created for a TV commercial and later released as a full-length song due to its popularity.
Another memorable ad from this era is the McDonald’s “You Deserve a Break Today” campaign, which showcased an original song that resonated with the audience. Instead of just talking about their burgers and fries, they tapped into something we all feel deeply: the need for a break.
It wasn’t just about getting food; it was about rewarding yourself with a moment of peace. This clever use made the brand synonymous with comfort and escape, turning McDonald’s into more than a fast-food joint—it became a cultural icon. The use of this sound with the message “You Deserve a Break Today” created an experience. And that’s something we remember far longer than any product detail. It’s a great reminder of how the right song or tune in an ad isn’t just background noise; it’s the heart of the message, making us see a brand in a whole new light.
The Digital Revolution
The digital era brought a significant shift. Advertisements started featuring popular songs by well-known artists to appeal to specific demographics.
For instance, Microsoft used “Start Me Up” by The Rolling Stones to launch Windows 95, signalling a new era in tech. Apple’s use of Feist’s “1234” in their iPod Nano commercial is another example of how contemporary music in advertising was used to create a unique brand identity.
Music in Advertising and Consumer Behaviour
The impact of music in advertising on consumer behaviour is well-documented. Music influences our emotions, decisions, and perceptions in subtle yet profound ways. It plays a crucial role in the effectiveness of ads by leveraging emotional resonance to create memorable and engaging campaigns. A well-chosen song can not only highlight a product’s features or a brand’s personality but also evoke specific emotions, making the advertisement more impactful and sticky.
This emotional connection forged through music can lead to stronger brand recall, loyalty, and even advocacy, as consumers form deeper attachments to brands that successfully use music to communicate their values and message. This strategic use in advertising can influence consumer behaviour, emphasising the need for brands to understand and harness the power of music to create meaningful and lasting connections with their audience.
For example, United Airlines’ use of George Gershwin’s “Rhapsody in Blue” has been a part of their brand identity for decades, creating a sense of sophistication and reliability. Similarly, Intel’s distinctive four-note bong has become synonymous with the brand, demonstrating how even a brief musical signature can enhance brand recall.
Current Trends in Advertising Music
Today’s ads are highlighting authenticity and diversity. For instance, the use of Lil Nas X’s “Old Town Road” in Doritos’ Super Bowl commercial. Using this commercial capitalised on the song’s massive appeal across genres, making the ad resonate with a wide’ audience and reinforcing Doritos’ brand as edgy and inclusive. The song’s virality and cultural significance amplified the commercial’s impact, engaging younger demographics through social media buzz.
Similarly, Google’s use of real-world soundscapes in their ads for the Google Assistant reflects a trend towards more organic and authentic sound designs. This approach not only enhances the overall impact of the advertisement but also helps in establishing a more genuine connection with the audience.
Additionally, while the choice among artists and tracks has broadened, the process of music licensing has become increasingly complex. This complexity arises from the need to navigate copyright laws, negotiate with artists and labels, and ensure that the chosen music aligns with the brand’s message and values.
This challenge has led to a growing trend of brands opting for custom-created music for their commercials.
We specialise in creating custom music specifically tailored for commercials, offering a unique solution that the intricacies of licensing. This approach not only ensures that the music perfectly aligns with your brand’s identity and the advertisement’s message but also provides an opportunity to stand out with original compositions.
The evolution of advertising music into a more authentic and custom-crafted form represents a significant shift in how brands connect with their audience. It demonstrates an understanding of the unique power of music in storytelling and brand representation, indicating a new era of creativity and personalisation in advertising soundscapes.
From the simple jingles of the early 20th century to the diverse and sophisticated soundscapes of today, advertising music has continually evolved to reflect changes in society, technology, and consumer preferences. As we move forward, it’s evident that music will remain an essential and dynamic component of advertising, continuing to shape how brands connect with their audiences.
English 
French