Hi, need to submit a 2500 words paper on the topic The Use of Music in Ads. It is at this juncture that music in advertising comes in. The power of music and the influence it has to the human being cannot be underestimated due to the fact that it tends to touch the very deepest part of the human soul and lingers there. For this reason, music, when used appropriately in advertising will enhance the message that is being transmitted to the audience. The paper shall evaluate the uses of music in advertising, and the role music plays in influencing the target audience. The evaluation shall be guided by the hypothesis that pairing an unusual, funny or motive idea music that captures the senses tends to bring back some old memories which make a person smile. This is known as nostalgia and it is one of the crucial aspects of blending music with advertising (Rossiter and Percy, 1991).
Huron (1989, p. 557) defines advertising as the means through which a party makes deliberate attempts at convincing or enticing another party into buying a particular good or service. He goes ahead to state that advertising differs from the kind of one-on-one sales pitch in that advertising tends to address a much larger and more general audience. In essence, the target audience is much larger and spread over a wider geographical area in comparison to a single individual targeted at a one-on-one sales forum. The advertisement forum differs in a big way from conversation due to its total reliance on mass media and the widespread social meanings, as opposed to personal or individualistic purchasing motivations (Rawsthorn, 1997, p. 17).
In the beginning, advertising was done by way of print media in the newspapers. At the time, newspapers were entirely filled with news but gradually advertising was introduced. As such, the newspaper was able to generate two kinds of income by selling news and stories to the subscriber, while to the advertiser. they sold access to a particular target market. With time, the aspect of photography was .introduced and incorporated into advertising, and this eventually gave rise to modern magazines seen today (Block, 2003, p. 4). .