INTRODUCTION
We are constantly exposed to music, at the mall, in video games, and in almost every movie, short film or advert you've ever seen.
Music is used cleverly by film makers and advertising executives for a number of reasons. Here are some of them (can you think of any other reasons?)
To keep you watching. Music appeals to us. Music generally makes people more interested, alert and engaged. We are much more likely to keep the TV (and hear the message or story the director wants to tell) if there is music throughout the movie.
To appeal to a certain audience Not all music makes people feel the same way, and different styles or genres of music appeal to different people. Music can be used as a social 'glue'; we're much more likely to feel positively about strangers who like the same bands as we do, and less close to people who don't. Music is often used in advertising to make you feel like you're part of a tribe or club.
To help tell a story music can help give meaning to a film, and helps to let the audience know how they are supposed to feel about a character or scene. (Think about the 'Darth Vader Theme' from Star Wars). Sometimes the music can take us on a journey, and tell a story on it's own. This can reinforce the story in the images on screen, or tell a separate parallel story
Elicit an Emotional Response We are programmed to feel emotions when we hear certain music, and emotions play an important role in memory. We're much more likely to remember something that we had a strong emotional reaction to it (conversely, if we're bored when we learn something, it's much less likely that we'll remember it later). Also we tend to be drawn to things that we have strong emotional connections with.
Ear Worms Songs get stuck in your head! (Remember 'Let it Go?). Music has a funny way of popping into your head when you least expect it. Again, music is being used to help your remember the message (or product). How many advertising jingles can you remember?
WATCH THE ADVERTS BELOW AND FOR EACH OF THEM, ANSWER THE FOLLOWING QUESTIONS:
1) How would you describe the music in the advert?
2) Who do you think this ad is trying to appeal to? (eg 'teenagers', 'old people' 'middle-aged women' etc). How does the music help you to come to that conclusion?
3) How does the music make you feel? Why do you think the advertisers want you to have that reaction? How do the want you to feel about their product?
4) How does the music help to reinforce the message of the ad?
ADVERT 1
ADVERT 2
ADVERT 3
ADVERT 4
In the last ad, the advertisers have used all sorts of (fairly terrible) sexist stereotypes and cliches to try to appeal to young men. Can you spot any? (We'll discuss as a class) Why do you think they're trying to pitch to this demographic in particular? This is the sort of advertising Gillette were trying to counter in their 'toxic masculinity' advert. (see below).
Stereotypes are common in advertising, as advertisers make sweeping assumptions about the particular groups of people they are trying to market to. Music is no exception; watch this collection of toy ads (below). What features do the songs used in these adverts have in common? See if you can identify 5 things that they all have in common.
HOMEWORK: Find an advert that has an emotional impact (funny, whimsical, sad, nostalgic etc), and answer the questions in the exercise at the top of this page. Bring it along to the next class.