But does it work?

Music is worth a thousand words, but does it work in advertising?

(Click here for more articles from Bruce Whitfield's "The Money Show".)

Music makes advertisements more entertaining and memorable. Who doesn't have jingles stuck in their head?

The musical soundtrack to advertisements can help with targeting, as different groups have different musical tastes.

Music in advertisements can convey meaning. It can set the mood and cause you to recall past experiences.

Music is worth a thousand words, but does it work in advertising?

Listen to the audio (scroll down) for our interview of Branding and Advertising expert Andy Rice.

The sheer number of ads that use music show that it works.

Andy Rice (branding and advertising expert )

SAB’s Toto ad is still one of its most successful ever.

Andy Rice (branding and advertising expert )

The principle purpose of music in advertisements is as a signal of identity.

Andy Rice (branding and advertising expert )

Africa by Toto in an advertisement for Castle Lager:

Flower Duet from Lakme in the famous British Airways "Face" advertisement:

IBM's "The road is long" (Hollies) advertisement from the 1980s:

BMW used Johann Strauss II's Blue Danube in its "little white mouse running around on a BMW 3-series’ steering wheel" advertisement in the early 1990s:

Cardies' "Ostrich" advertisement:

Cadbury's "Gorilla" advertisement:

Subscribe to our Business Wrap Newsletter


This article first appeared on 702 : Music is worth a thousand words, but does it work in advertising?


Recommended

by NEWSROOM AI

CapeTalk welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

  • Racism (including offensive comments based on ethnicity and nationality)
  • Sexism
  • Homophobia
  • Religious intolerance
  • Cyber bullying
  • Hate speech
  • Derogatory language
  • Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the CapeTalk community a safe and welcoming space for all.

CapeTalk reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

CapeTalk is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

Read More
Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Branding and Advertising expert Andy Rice unpacks comparative advertising and the effectiveness thereof.

Does cause-related marketing (e.g. Woolworths' MySchool card) work?

Does cause-related marketing (e.g. Woolworths' MySchool card) work?

Branding and advertising expert Andy Rice discusses “cause-related marketing” and the effectiveness thereof.

Yes, we can!  Fight back! Do these political campaigns work?

Yes, we can! Fight back! Do these political campaigns work?

Hillary for US president! Andy Rice talks about political campaigns; which ones worked and those that failed.

Does product placement in movies work? And is it ethical?

Does product placement in movies work? And is it ethical?

Branding and Advertising Expert Andy Rice discusses product placement and whether or not it’s a good (and ethical) idea.

Coca-Cola’s iconic “contour bottle” turns 100

Coca-Cola’s iconic “contour bottle” turns 100

Most of us would recognise it by its shards or touch alone. We discuss Coca-Cola’s “contour bottle” and ask, “But does it work?”

Popular articles
Ever wanted a 13-month year? Well, the Ethiopians have one

Ever wanted a 13-month year? Well, the Ethiopians have one

Ethiopia is one of the few countries using a calendar different from the conventional calendar most countries are accustomed to.

'Basetsana Kumalo explained to me that this was the worst week of her life'

'Basetsana Kumalo explained to me that this was the worst week of her life'

Social Media Law Expert, Emma Sadleir, says the Randburg court has issued a protection order for the Kumalo's.

'Cyril Ramaphosa is the weakest president of the ANC since 1994' - analyst

'Cyril Ramaphosa is the weakest president of the ANC since 1994' - analyst

Political analyst Prince Mashele talks about the ANC NEC meeting contradicting messages stemming from this.

Max du Preez opens up about money (and losing everything on Vrye Weekblad)

Max du Preez opens up about money (and losing everything on Vrye Weekblad)

The Money Show’s Bruce Whitfield interviews the famed and fearless journalist about his money history, hopes and beliefs.

Malema under fire after 'Indians are racist' comment

Malema under fire after 'Indians are racist' comment

SA Institute of Race Relations media head Micheal Morris says politicians must be cautious of such divisive statements they make.

[WATCH] Eusebius Mckaiser: I call BS on Malema's racism targeting Indians

[WATCH] Eusebius Mckaiser: I call BS on Malema's racism targeting Indians

Show host Eusebius McKaiser says EFF's leader Julius Malema's comments on Indians are grossly unacceptable and irresponsible.

Here's how to check your load shedding schedule in Cape Town

Here's how to check your load shedding schedule in Cape Town

Stage 1 load s​hedding has been declared nationally. The City of Cape Town has urged residents to take note of the schedules.

Man who dumped body of family dog in street demoted at top JHB law firm

Man who dumped body of family dog in street demoted at top JHB law firm

Media law guru Emma Sadleir warns employees online that there are many potential events that could bring a company into disrepute.

Athletes to run 375km in solidarity against human trafficking

Athletes to run 375km in solidarity against human trafficking

The run takes place from 5 - 8 December along the N1 from Rawsonville to Beaufort West - a hunting ground for child traffickers.