The musical
component of TV-commercials - The smooth persuader
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| "The use of music in TV commercials depends on
several factors related to the target audience, the
message of the commercial, and the complexity of the
presentation. 1) Who. The type of music to use in commercials depends on several features of the target audience: gender, cultural affiliation, age, etc. Confirming the viewer's group affiliation is very important. To reach a specific group of consumers, you have to communicate in a manner compatible with their "sociocultural" code. For the young people of today, this could mean playing Techno, Indie, Jungle or Hip-hop. 2) What. What we are saying determines the function of the music. A progressive "story telling" message with a conclusion to be made by the potential consumer would probably use programmatic music with a narrative quality. In contrast, a linear, straightforward information without any punch line other than the product name at the end would use discreet, pleasant music simply maintaining the viewer's good mood and positive attitude. Are we presenting something expensive? Classical music is a natural choice in European advertising since it signals exclusivity, high class, complexity and enduring values - all the things you would want from an expensive investment. In essence, you are saying: "This is not for everybody. This is only for those who can afford...appreciate.... etc. But the owner of a chain of hamburger restaurants would want to say: "This is for everybody! Anyone is welcome", and would choose music to reflect this. 3) How. How are we conveying the message? Is the message serious or entertaining? The music should correspond to the character of the message, and this will very often depend on its complexity. In 5 to 20 seconds, you will not be able to present a complete description of a power plant. Should you wish to sell one, you must seriously look at the density of your presentation. There are essentially three interacting components: pictures, sound and the narrator. The more complicated your message is, the more you must focus on one of these, letting the other two stay passive. The simple rule for music here is: Keep it simple when the message is complicated. 4) What response are we anticipating? TV spots communicating "Last chance! - Hurry! Hurry!" are best supported by music with a corresponding level of adrenaline, while expensive products demanding time for consideration should be accompanied by music that is calm, collected, yet exquisite. A newly-founded bank might want to communicate that a) they've existed for at least 50 years and b) they have the solvency to match Fort Knox. If a speaker stated these things on public television and they weren't true, there would be serious legal consequences. Instead, the company could choose a slow and dignified piece by Elgar to accompany old black and white images of the great-grandfathers of the young brats who founded the company, and this would probably convey the same impression. |