Social and Behavioral Sciences Commons^™

Music In Advertising: An Overview Of Jingles, Popular Music And The Emotional Impact Of Music In Advertising, Jeremy Jia Le Ng

Senior Honors Theses

Music is used extensively in advertising. Thus, it is surprising that so little research has been conducted on the emotional effects of music in advertising. Industry research has focused on the informational processing model, which measures how effective an advertisement is based on recall and understanding. However, beyond influencing thoughts and behavior, music tugs at the heart and leaves a lasting mark.

This thesis gives an overview of how music has been used in advertising, and delves into the emotional impacts of music in advertising. This thesis also explores the creative process behind choosing the right music for an advertisement, …