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THE IMPORTANCE OF MUSIC’S LYRICS IN ADVERTISING



MARKETERS SHOULD CONSIDER THE EMOTIONAL THEMES OF SONGS AS PART OF THEIR APPROACH TO CRAFTING ADVERTISEMENTS THAT WILL RESONATE WITH AUDIENCES, ACCORDING TO A NEW STUDY FROM NORTH CAROLINA STATE UNIVERSITY.

The study details how the right lyrics can: enhance enjoyment and emotional response; forge positive associations between brands and well-loved tunes; induce a positive mood; enhance key messages; and, perhaps most importantly, result in increased sales.


Dr. David Henard, a professor of marketing at NC State, says that the study “reinforces the idea that communications centred on emotional themes will have mass audience appeal”. Melodoo’s unique technology offers the possibility to personalise an advertisement’s lyrics, in order to intensify engagement and aid memory.


Dr. David Henard also notes that neuroscience research has shown that individuals process lyrics and tunes independently while listening to songs, he says, so the researchers chose to look at lyrics independently of tunes.


This undoubtedly evidences the importance of lyrics in formulating a listener’s emotional response. Consequently, the presence of intelligently personalised lyricism provides an exciting opportunity to craft an even more engaging and engrossing experience for advertisers.


Sources:

NC State University

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