https://www.youtube.com/watch?v=cjybRvoxRkU
Dr. Bezio mentioned the use of music in advertising and the effects it can have on the general public’s perception of a product. I feel like there is no better example of this practice than Apple. I was recently speaking to a friend of mine who is majoring in Music, and in one of his classes he was actually studying Apple. Apparently, Apple often uses music from very niche artists in their ads that have extremely catchy beats but may not be well known to the public. My friend’s theory is that this marketing strategy in particular is extremely effective, as it makes people not only get excited about hearing a good new song, but now they will forever associate that song with an ad for Apple.
Specifically, this commercial uses the song Loyal by Odesza. Although I knew the song prior to this ad, when I saw it for the first time I was just so excited that Apple was elevating their music. They aren’t a huge band, but I believe they used this song in the most effective way possible. As mentioned in the reading, we are a society of extremes, and are generally attracted to imagery that makes things seem very important or intense. Apple used this song perfectly in this sense, as the beat and drums of the song as a whole were able to provide the viewer with this feeling of a “big event” happening (even though Apple releases a new phone pretty often) which in turn will up the “coolness” of the phone itself. Since Apple’s products probably depend heavily on how society views them, Loyal was the perfect song to get everyone excited for the launch of the iPhone X.
I always notice the music in ads, and sometimes I follow up and try to find what song it was too. Music is a great way to subcounsously see the tone of an advertisement, and bring out a celebratory or powerful feeling about the product. By using Odeza, an electronica band, Apple is able to tap into all of associations with electronica music, such as a futuristic tone.
That is such a great point. I know that sometimes I will be listening to music and if a song comes on then I immediately associate the song to the commercial for the store/ company. I remember hearing the song “All of the Day and All of the Night” in a Yoplait commercial so whenever the song came on or thee commercial come on with the sound, I knew it was associated to Yoplait.
You make a very interesting point. Music is an extremely crucial aspect of commericials–it’s what keeps people hooked in. Apple does a great job of making very aesthetically approving ads, with catchy music that makes the ad enjoyable to watch. Additionally, apple uses these niche, not as well known songs, to elevate their vision as a “cool” brand.