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Music

in Advertising
Tuesday, 31 July 2012
10:52 AM

A comparison of three commercial songs




Qantas (2012)
Atlas
By Daniel Jones

Melody
Rhythm

Instruments
(Tone)
Lyrics
Music style

Target


Successful ? Maybe it brings in older yes maybe
customers

Why


Music and sound effects have become a crucial part of the advertising of a
product. Music is used to support the images and emotions to enhance the
interaction and communication of the audience. Easily recognised melodies and
songs support images so that the product presented in the advertisement stays
in the back of the consumers mind.
Music is selected according to the directed age group of the advertisement. For
example, an advertisement for soft drink, depicting teenagers rollerblading
down a footpath at the beach suggests fun and excitement. The music used
would be up tempo, popular music. Advertisements are usually only 15 to 30
seconds long and contain much information about a product. An advertisement
often combines several musical elements to successfully capture the interest of
the age group for which the product was created.
Melodically: the music for the advertisement must be easy to sing, constructed
around a small range of notes.
Rhythmically: it should be catchy and enjoyable.
Performing Media: (instruments) must reflect the nature of the product in
their timbre.
Structure: should allow for the product name to be stated a number f times in
a short period.

Watch a selection of advertisements and fill in the following table.

Product Age group Style of music Suitability of music? Y/N


and why

The Music Used in Advertising


Different types of music used in advertising are classified into categories
depending on their origin.
Jingle: This is where a composer and production team work closely to create
a new melody which becomes known as a jingle. A hook (usually the product
name) is included in the jingle.
Cover song: This is where a product is advertised by using a popular song (a
modern song that everyone knows) that suits the product, age group and image.
Standard: This is where well know songs from previous years are used as a
backing for a commercial.
Rearrangement: This where a song is modified or changed in its musical
presentation by using different instruments or styles or rewriting the lyrics.
Voice over: This is where the music takes on a secondary roll in relation to
the dialogue that is presenting the content of the advertisement.
Sound effects: This is where a wide range of synthesised, sampled and man-
made sounds are used to enhance the realism of the advertisement.

Give an example of an advertisement that uses each of these categories.



Category of music Product

Jingle

Cover song

Standard

Rearrangement

Voice over

Sound effects

Year 7 Garageband Composition Assignment 1


(Music in Ad)
Names: _________________________________

Create and advertisement for a product of your choices, from the list below
You can present your advertisement in any way you choose, DVD, Movie
Maker, Power Point, Perform it Live.
You are to develop a script and a hook for your advertisement and select
appropriate music for the product.
Use the following running sheet to help organise your ideas.

1. Product name _________________Mercedes Benz Mc Laren


_____________________

2. Hook or catch phrase ______________Mercedes the safer way to


drive__________________

3. Age of the consumer _______ thirties up Rich people


_______________________
4. Type of advertisement (jingle, cover, standard, voice over, rearrangement)
______________________cover______________________

5. Music example selected (can be an original composition)


_________________________________________________

6. Length of advertisement _2min/3 min ____________________________

7. Script for your advertisement


________________________________________________________________
________________________________________________________________
________________________________________________________________
______Mercedes
________________________________________________________________
________________________________________________________________
________________________________________________________________
___

Music in Advertising Assessment Criteria

CATEGORY HIGH MEDIUM LOW UNSTATISFACTORY


100 80% 79 60% 59 40% 39 0%

Required The advert has a The advert has a The advert has The advert does not contain
Elements product name, a product name, a most elements and all the elements and the
hook, a script and hook, a script and an appropriate music selection is not
an original jingle or an appropriate music selection appropriate for the product.
rearrangement music selection for for the product.
written for the the product.
product.

Music Choice The music is The music suits The music suits The music does not suit the
original and the product and the product but is product or the target
appropriate for the appropriate for the not appropriate for audience.
target audience. target audience. the target
audience.

Content The advert makes The advert makes The advert makes The advert does not make
sense, is easy to sense and is easy sense but is a little sense.
follow and would to follow. difficult to follow.
make someone
want to buy the
product.

Group All group members All group All group Not all members of the
Involvement participated members members group participated.
actively in each participated participated in
step, giving their actively in each most steps.
best effort. step.

Learning The advert shows The advert shows The advert shows The advert shows that the
Demonstrated that the group has a that the group has that the group has group does not understand
high understanding a reasonable some the use of music to sell a
of the use of music understanding of understanding of product.
to sell a product. the use of music to the use of music to
sell a product. sell a product.

Creativity The advert is The advert has The advert is The advert is neither
original and some original entertaining. original nor entertaining.
entertaining. elements is
entertaining.

Presentation The advert is The advert is The advert is The advert is presented in a
presented in a presented in a presented in a format that does not play or
format that is easy format that is easy format that plays files are missing.
to use and quality is to use and the but the quality is
of a high standard. quality is of a poor.
reasonable
standard.

Year 7 Film Music in Advertising Assignment Assessment Sheet


10 / 5 8/4 6/3 4/2 2/1
Required elements. /10

Music choice. /10

Content. /10

Group involvement. /5

Learning demonstrated. /5

Creativity. /5

Presentation. /5

Names: ________________________________
TOTAL / 50

TOTAL / 50