Music is a vital tool in the advertisement industry. This is because there are several important functions that are fulfilled by advertisement music. Music is very instrumental in enabling a brand to realize the meanings that it is intended to pass across to its audience. In addition to this, advertisement music also enhances the features of a brand, for instance, the dramatic and emotional features.
According to Fischoff (2005), it is not necessary for the audience of an advertisement to gain a comprehension of the music’s meanings; the important thing is the feelings that advertisement music arouse in them. One of the very important functions fulfilled by music in an advertisement is the creation of emotions and setting of moods appropriate to the visual images that characterize advertisement. The emotional associations that are created by advertisement music tend to affix themselves by design to the visual images or implied subject matter in an advertisement. Considering the fact that it is a non-intellectual form of communication, Fischoff (2005) purports that music in an advertisement can play upon the feelings, moods and emotions of the advertisement’s audience.
According to Prendergast (1995), it is very common for music to be used in advertisement for purposes of relaying a psychological point or element, which is difficult to relay or pass across, by use of the spoken word. This function of advertisement music is amongst the most valuable contributions that music can make to a brand. Fischoff (2005) reveals that advertisement music may be used strategically in order to highlight the unseen implications of a circumstance in the advertisement or the unarticulated thoughts of an actor.
One of the most important functions of advertisement music is to create an atmosphere of time and place that is as convincing as possible. It is undisputable that advertisement music tends to be very colorful in effect and purpose; this is true when the composer of the advertisement music deliberately purposes to develop an atmosphere of time and place (Prendergast, 1992). Musical color describes the exotic elements of music that are unique from the intellectual aspects of music denoted in phenomena such as musical structure and line.
Advertisement music fulfills the very important function of connecting the different scenes in a brand. In advertisements where there are detached scenes that may make the brand appear chaotic advertisement directors make use of advertisement music as a veneer that holds the different parts of a brand together. When fulfilling this function, advertisement music is perceived to be exceedingly important in montage, this is because the advertisement music can seal montages into single coherent effects (Fischoff, 2005).
Fischoff (2005) claims that a musical advertisement can be used very successfully in the manipulation of the advertisement’s audience. This function or role of advertisement music is exceedingly important when it is quite clear that the brand used in the production of the advertisement is second-rate or of poor quality. Manipulating the audience by use of advertisement music also occurs when an advertisement is characterized by “uninspired direction and perfunctory acting” (Fischoff, 2005, p. 3). In the event that the explicit meaning in an advertisement is very inadequate, it is only logical for advertisement makers to seek the help of advertisement music to bring about more impactful implicit meaning. It is unarguable that music plays a very important role in enhancing the dramatic action in advertisements and increasing a brand’s vitality.