Music from bands like The Clash have been effectively used in advertising for years.

The power of music in advertising

Marc Allred
Dec 29, 2016 · 3 min read

Music has the power to move you

Music affects our mood every day. But are you aware that music can influence your choices? For example, music can affect whether you like a product — there is science to prove it. Gerald J. Gorn did an experiment in the 80’s to find out if background music in commercials influences a person’s choices.

Choosing songs and products for the experiment

In 1982, Gorn gathered college students for a series of experiments. But the students had to identify the two components of the experiments, the music and the product.

The experiment

The students were told that an advertising agency was trying to select music to be used in a commercial for a pen. They were shown a slide of the pen while music played in the background.

The results and what it means for businesses and musicians

A large majority of students (74%) chose the pen that was shown with the liked music, regardless of color. This lends a lot of power to the idea that an association between a product and liked music affects product preference. This is because they’ve subconsciously learned to associate the product with something positive — good music.

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The MVP

Marketing. Venture. Personal Development. A guide to startups, marketing, design, and personal development.

Marc Allred

Written by

I sound like Sublime + Johnny Cash + a healthy dose of honesty. Changing the world one song at a time.

The  MVP

The MVP

Marketing. Venture. Personal Development. A guide to startups, marketing, design, and personal development.