Influence of Music on the Perception of Advertising

Abstract

Music is a key factor in advertising, influencing consumer emotions and brand perception. This study analyzes how different musical elements, such as performer, text and genre, affect the effectiveness of advertisements. The research includes a review of psychological theories, case studies of successful campaigns, and experimental data on consumer reactions. The findings suggest that music significantly enhances ad memorability and engagement. The results of this study are the following conclusions: Music in advertising influences perception, brand memorability and consumer decisions, especially among young people. It creates emotional associations, builds trust in the brand and stimulates consumer activity by increasing engagement. CZU: 78.05:659.1; JEL: M37