Abstract:

The use of music in advertisements increases the impact of the brand on the consumer. Choosing the right ad music is important for brand awareness and permanence. Different types of music are used in television and radio advertisements, including background music, jingles, popular music, signal music, and custom music. In this study, Vernel's television commercials were examined among the commercial music that took place in the minds of consumers. The analysis of advertisements was made on image, sound, and text data. With the case study method, the changes in the historical process of the advertising music of this brand are revealed with other elements of the advertisement. Fifteen television commercials of Vernel broadcasted on television channels between 1983 and 2021 were included in the research. Vernel was chosen because it is the first fabric softener brand in Türkiye, and it used a catchy and simple advertisement music. In the first years of this brand, its specially used music was intended to be permanent in the minds that "the product makes the laundry soft and smells sweet". However, since 2016, it has been observed that popular music and different background music have been used instead of Vernel's special music and lyrics. In recent years, Vernel has completely differentiated itself in terms of product and advertising strategies. This shows that Vernel's product and advertising strategies have completely changed recently and evolved in a different direction from its previous approaches.

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