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Typology of Music in Advertising

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posted on 2019-07-01, 19:08 authored by Emmanuel MogajiEmmanuel Mogaji
Music in advertisement is influential and can be emotionally appealing, and it has become a common element and a crucial feature. The choice of which type of music used is a conscious and creative decision that needs to be strategic. While previous studies on music in advertisements have focused on popular songs, this study attempts to extend this research with a focus on the originality of the music and the level of interaction. A content analysis of UK Christmas advertisement and US Super Bowl advertisements was carried. The study introduced a new typology of music in advertisements, making a theoretical contribution by extending previous works on music in advertising. It further offers insight for current practices of the use of music, creative strategies with regards to the selection and integration of music.


Declaration of conflicts of interest


Corresponding author email

Lead author country

  • United Kingdom

Lead author job role

  • Higher Education Researcher

Lead author institution

University of Greenwich

Human Participants

  • No


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