Monthly Archives: December 2015

Music and Advertising

In a November 24th article for Ad Age, advertising guru Al Ries points out the vital role that music can play in generating memorable content. ( He refers to psychological research that has demonstrated music’s attachment to right-brain (emotional, affective) thought, its ability to form tight associations that are remembered long after the first hearing.

He discusses the fact that many brands have names that simply do not register or generate an emotional response, names that are too “blah” to make it into long-term memory. He suggests that using music well may be the way to reverse that course.

As an example, he reminds us of the 1971 “Hilltop” commercial for Coca Cola and a song that over 40 years later still generates a powerful emotional surge in listeners. And I think you’ll agree. Here, have a Coke and a memory:

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