Music is all around us. Advertisers have long understood the popularity and emotional power of music and made good use of it. They spend much time and money securing the right soundtrack (配乐) for an advertisement in order to boost sales.
It expands pictures and colors words, and often adds a form of energy available through no other source. Music matching the main message of an advertisement has a positive effect on consumer engagement. It can result in enhanced attention, a positive emotionalresponse and improved brand recall. Thus, it contributes to the effectiveness of an advertisement.
Take the visually simple but interesting advertisement for Air France, with the soundtrack of Mozart's Piano Concerto No.23, for example. The advertisers hope that viewers will associate those qualities with the airline. Hundreds of view er comments about the music used in advertising suggested it was successful.
Music is also effective at triggering feelings of nostalgia(怀旧之情). The emotional memories music arouses in advertisements serves as a reminder of consumers'past experiences.
However, the use of popular music in advertising can also cause arguments around the tension between artistic effort and commercialism. Consumers sometimes passionately oppose the use of music produced by respected musicians in advertisements. For example, Nike's use of Beatles' song Revolution was seen by some as using Lennon's lyrics to sell shoes. It made some Nike wearers so angry that they refused to buy the products.
A. It highlights greatness and elegance.
B. Music is the facilitator of advertising.
C. Music helps cut down the cost of advertising.
D. This, in turn, helps business reap commercial benefit.
E. They believe that doing this destroys the beauty of music.
F. It's a popular art form which accompanies our daily lives.
G. But some people argue using music is a way to show respect for musicians.
