How Music in Advertising Shapes Consumer Attitudes

In this modern day and age of the twenty-first century, with the growing amount of television channels and the influx of commercials being aired on different time slots, consumers are exposed to an array of commercials that comprise different music to grasp viewer attention and hence, elicit emotions to a large extent. Hence, this influences consumer attitudes towards the advertisement. It has become a pretty challenging task for marketers and advertisers to grab hold of consumer attention and watch an ad that lasts only a couple of seconds. To understand consumers' attitudes towards music embedded in advertisements, quantitative research was carried out by having 250 participants view four advertisements about the beverages industry in Pakistan, all containing some form of music. The findings resulted in the fact that music does elicit emotions. If the viewers’ interest is grasped by the music embedded in the commercial, they have a positive attitude towards the advertisement. But if the viewer is acquainted with the music embedded in the ad, there’s a full meditation.