Music in radio advertising

Abstract

Music in radio adverts plays a fundamental role in the construction of an advertisement because it motivates and attracts the attention of a passive audience. Music generates emotions and feelings toward products or services, thus shaping positive or even negative attitudes towards the product. Music also aids recall through associations, mnemonics and information processing. This dissertation examines the findings of researchers, the interviews with practitioners from the advertising industry and the data from three focus groups. The findings tend to confirm that music is an essential element which helps contribute to message retention if properly inserted and that the age of the listener has an effect on perception.