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:

About mediainmind

Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara). Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government. Special Expertise: The interface between human behavior and the media. It's all about "media in mind." View all posts by mediainmind

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