Ken Hudson

As a child, you may have read The Pied Piper of Hamlin. The town of Hamlin had a terrible rat infestation in 1240, which the Pied Piper claimed he could resolve for a nominal fee. The town’s people agreed and the Piper eerily played his flute, leading all the rats from the city and into the river to drown.

Even before 1240, music was known to have a psychological and emotional effect on both man and beast. Modern television and radio advertisers know this lesson well as they, like the Pied Piper use music to lure the unsuspecting target consumer to buy their product.

Target marketing data is collected by savvy ad agencies and used to select music popular by the group. These musical lures precede and surround the advertising message in order to hook the consumer. The consumer listens as the music works its charm, connecting consumer with product.

Classical music is often utilized to sell products such as jewelry or expensive automobiles -- a subliminal connection between classical music and luxury. IPOD commercials target the younger market as they show images of teens dancing to current beats. Songs made popular in the 50’s and 60’s are used to sell products to aging rockers.

Music in advertising is utilized to stir the consumer in the same manner it is used to enhance a good scare in a horror film. And, the best part about using music in ads is the return on investment that advertisers realize. Repetition of the music creates that strange human condition where you just can’t get the tune out of your head. The advertisers are still advertising, even when your television or radio has been turned off. You may be driving, or just waking from sleep when your mind decides to hold a personal concert, replaying the song over and over. While you are trying to find the off switch, the subliminal connection between the music and the product is being reestablished.

Just like the rats followed the Pied Piper, you find yourself mesmerized as you inwardly hum the tune, following the advertising message and buying the product. What song can't you get out of your head?

Graphic Credit:
Sabrina Segal