SOURCE: Pitchfork
The economic principle I researched was “People generally respond to incentives in predictable ways”. My overall research question was “How is music used in advertisements to offer incentives to people?”. Overall, I found that through popular songs and evoking an emotional response, music can encourage a customer to buy an advertised product.
Through my research, I quickly discovered that a popular song can have a great influence on the sales success of a product. This was evident through Window’s “Start Me Up” ad, where a popular Rolling Stones song titled “Start Me Up” was used in an ad for the sake of a good pun. Due to the song’s immense popularity, the ad was extremely successful.
Another big factor that influences the success of advertisements is evoking an emotional response. The classic example of this is the sad puppy ad. Whenever people see this ad, they can’t help but feel sympathy for these dogs. It immediately makes people want to adopt a puppy, successfully drawing them into their “product”. This is also seen with car commercials, when fast, exciting songs are used. The emotional response it garners is different than the puppy one, but arguably just as effective.
In general, utilizing popular songs and emotional content creates a successful advertisement.
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