Commercial music
Advertising music is an advertising medium for brand communication and serves to identify the potential customer (the target group ) with a product , a service of the advertiser. It should combine the image of a brand with a feeling and thus improve and strengthen the bond with the advertised product. Advertising music is now a separate genre of musical compositions and is composed and produced for brand manufacturers and advertising agencies.
If the intro of the commercial contains a lot of music , then it is in the foreground . If it is only a little, then it is in the background .
Commercial music is divided into the following forms:
- Signal (short, mostly instrumental tone sequence )
- Audio logo or identification motif (the product name is set to music)
- Jingle (the brand's slogan is set to music, e.g. " Haribo makes children happy and adults too")
- Promotional song
- Soundalike
- Recourse (transcription of traditional songs)
- (instrumental) background music (mostly production music )
Music in advertising therefore serves to differentiate products and to reinforce memories and impressions. Both criteria can be achieved musically through the following functions:
- it is the attention aroused
- a positive mood arises
- the listener becomes mentally and emotionally z. As in his childhood or holiday displaced
Through the music , the listener associates an emotion with the advertised product, the music serves to better recognize a slogan / product name. To license costs einzu save , often called are soundalikes used, so songs that are so composed, texted and produced that sound like well-known hits and cult songs. These soundalikes (also called “ recomposition ” in some contexts ) are, however, mostly independent, original compositions in the legal sense. The variations in melody and text are often minimal.
