Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay
The Role of Advertising Music in Brand Memorability
It would not be possible to think that music, which has the ability to bring all societies together on a common ground, would not be in cooperation with the area of communication. Music, which has an important place in human communication, has influenced all societies throughout the centuries, as an artistic area that is unique to humans that is used to transmit emotions. Music, which embodies cultural and local characteristics, is a universal language that allows societies with different tongues, beliefs, and lifestyles to seize on the same language and common emotions. Due to these characteristics, it is quite natural for there to be ties between music that can find a place in the global market and the advertising sector.
It is possible to associate the connection between music, which attempts to reach people from different cultural areas and different contexts, and advertising to a period when it did not exist as a professional area of expertise. The point at which the exchange occurred between the history of music and that of the advertising sector can be predicted to have occurred during a former period, but in our world where the spatial boundaries to the process of communication have been removed, the importance of music to advertising has strengthened even more. As one of the persuasive elements of advertising, the influence of music in guiding individuals’ choices has given rise to numerous studies being conducted in this field. The current study will deliberate...