Abstract:

Today, the increase in competition between brands has led brands to different strategies and remarkable campaigns. Music is the most important element used in advertising campaigns to attract consumers' attention, arouse interest and create an impact on them. The use of music in advertisements directs consumers to certain emotions and can enable them to develop a positive attitude towards the advertisement and the brand. Therefore, the consumer may be directed towards the purchasing process for the advertised product/service. On the other hand, matching the advertised product/service with the right music allows the advertisement to be remembered even after years. In this context, the study compared and described the music elements in television commercials and social media advertisements by examining them in the context of certain categories. In addition, quantitative content analysis method was adopted in the study. As a result of the research, it was determined that music elements were used in television commercials more than social media commercials. On the other hand, while pop music was at the forefront in television commercials according to the type of music used in the advertisement, it was determined that the music type at the forefront in social media advertisements is dance/disco music.

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