In a world filled with weak attention spans and prevalent distractions, one might assume that the power of music has diminished. However, music has played a significant role in advertising, piercing through the constant noise and capturing hearts.
Music is a universal language, it has the ability to transcend language barriers. It possesses the power to shape our perceptions and create a powerful connection between products and consumers. Music uses pathos (connection towards emotions) to ignite emotions whether they be suspenseful, through the build-up of strings, or light-hearted with the harmonious blend of vocals.
Music helps build brands, influencing people’s perceptions of the company’s values. A simple jingle can be the factor that helps one identify, and evoke a warm recollection of a product. Melodies have the ability to transcend beyond logic and connect with our emotions. A soothing piano melody has the power to evoke a pleasant memory. An uplifting anthem can instill motivation and confidence, building one’s ambitions.
As music is a universal language, it resonates with consumers from different backgrounds. This factor allows them to interpret the meaning according to their culture and experiences. Advertisers are able to communicate messages without words at all, to a wide audience, promoting inclusivity and unity.
For instance, the jingle from the Nationwide Mutual Insurance Commercial, “Nationwide is on your side,” serves as proof of how a small tune can have the power to influence a company’s values. By enforcing this message, the campaign has influenced people’s perceptions into remembering Nationwide as a trustworthy and reliable insurance provider. The commercial’s use of music in storytelling, by helping in small businesses, with loved ones, and in the midst of challenges, allows the viewers to foster a positive connection towards the brand.
The campaign sets itself apart from other insurance providers by emphasizing the factor of unity, going above and beyond to help their clients. This message allows the viewers to feel secure, assuring them that they can rely on Nationwide during difficult times. It also adds to the inclusivity factor as the campaign has highlighted important causes and issues. From incorporating local communities to featuring Mindy Kaling, addressing diversity in the insurance industry. By aligning themselves with relevant issues in society, the campaign has shown that the company prioritizes societal concerns.
A simple tune can go a long way from enhancing the storyline to defining the brand. Unlike reading a book designed for a grade or reading level, commercials capture the attention of all types of viewers, from children to adults. Its melodic influence transforms the story into an experience that resonates deeply within. Our experience of listening to music in advertisements continues to shape our views and encourage connection as we continue to explore the influence of music.