Impact of sound and music in advertising

Example: Volkswagen Passat Commercial: “The Force”

Sounds include Darth Vader theme song, a dog barking and a car turning on, by using the Star Wars soundtrack, it links the music to the child in the costume.The child makes several attempts to exert his power over things using “the force”, but only the car is responsive. It is the sound of the car starting that signals his success. When the car engine is heard starting up, there is the connotation of a powerful force. This leads the viewer to believe that the Passat is a mighty car. The dog barking leads viewers to associate the car with an all-American way of life. Bringing in the sound of the dog is one way Volkswagen is trying to connect and influence its target consumer. The commercial provides an example of how sounds can elicit meaning and emotion.

Example 2: The Wish Writer Macy Commercial 

Tells the story through music and visual images, Promoting the connection between Macy's and Make a Wish, but doesn't push Macy's in your face as brand is only revealed until the last few seconds.

Instead focuses on become emotionally invested with the viewer and the story

The tempo of the music is upbeat but shifts in order to shift between emotions such as sadness, excitement, wonder, disappointment but ultimately joyful.

Example 3: Chevy 4G LTE Wifi Commercial 

This actually uses silence to gain attention 

This silence is followed by simple words on the screen and then later pump-up music and a visual of the actual product, the truck. By beginning the commercial with silence, the viewers are disturbed and intrigued.The conscious absence of noise can have as great an effect on viewers as using any sound. In present society, constant noise is the norm. When there is a deviation from the norm, there is a call to attention.