Why do some ads have sound?
Have you ever had a jingle, slogan, or ad sound get stuck in your head? Advertisers know it’s important to appeal to our sense of sound when grabbing our attention. Hearing an ad can evoke strong emotions and associations with a brand in a way visuals alone cannot. But why is sound so powerful when it comes to ads? This article will explore the history and purpose behind using sound in advertising.
History of Sound in Ads
The use of sound in advertising traces back to the early days of radio in the 1920s. One of the first popular jingles was for Wheaties cereal, which debuted on Christmas Eve in 1926 on a radio station in Minneapolis, Minnesota. The jingle’s catchy melody helped save Wheaties from extinction and demonstrated the power of pairing sound with advertising (Sprague, 2009).
With the rise of television in the 1950s, advertisers increasingly incorporated sound and music into commercials alongside visuals. Popular TV jingles, such as for brands like Coke, Pepsi, and Alka-Seltzer, became ingrained in popular culture. Brands realized audio’s ability to make messages more memorable and compelling (Symmetry Public Relations, 2023).
As online video ads grew in popularity in the 2000s and 2010s, advertisers adapted to new formats like YouTube pre-roll ads while also embracing opportunities for customization and interactivity. The evolution of internet video ads has allowed brands more flexibility with audio, using techniques like personalized music recommendations.
Increased Attention and Engagement
One of the main reasons advertisers add sound to their ads is to grab the viewer’s attention. Sudden sounds or music catch people off guard and cause them to look at the ad when they otherwise may have ignored it. According to research from Texas A&M University, ads with background music elicit a higher emotional arousal and attention level than ads without music. The surprise factor of hearing an unexpected sound sparks interest and gets viewers to pay attention.
Sound also keeps people engaged with ads longer. The combination of visuals and audio creates a more immersive experience that holds attention. According to a study by JCDecaux, ads with sound can increase the time viewers spend looking at an ad by over 50%. People are less likely to tune out or ignore an ad when their multiple senses are stimulated. The audio maintains interest as visuals change on screen. This increased engagement makes it more likely that viewers will absorb the brand messaging.
Brand Recognition
One of the key benefits of using sound in advertisements is increased brand recognition and recall. Catchy jingles and music have long been used in ads to help consumers remember a brand. According to Audiodraft, “Audio can increase the impact of branded visuals…Audio branding initiatives should go hand-in-hand with visual branding efforts, because visuals and audio complement and reinforce each other.”
The strategic use of audio to build a distinct brand identity is known as sonic branding. As explained by The Impact of Sonic Branding on Brand Recognition, “Consistency ensures that your sonic brand becomes instantly recognizable as a uniform audio identity reinforces brand recall.” Sonic branding helps create a uniform and recognizable audio experience associated with the brand.
Setting a Mood or Tone
Music and sound effects are commonly used in advertisements to evoke specific emotions and set the overall mood or tone. As noted in an article on ECG Productions, “Advertisers must focus on using sound effects and music that will capture the listener’s attention without the aid of visual cues. Sound design plays a crucial role in establishing the tone and eliciting the desired emotional response.”1 Music especially has the power to influence how viewers feel when watching a commercial.
Happy, upbeat music can make an ad feel more lighthearted, while slower, somber music sets a more serious tone. As Kantar research found, “Music can affect audience emotions and make your ad memorable. Used wisely, brave and bold choices can help you differentiate, re-brand and set the right tone.”2 The vibe that the music creates imprints on the product or brand being advertised. Ultimately, sound design allows advertisers to establish the exact mood they want viewers to experience.
Storytelling
Sound is an effective tool for storytelling in advertisements, as audio elements like dialogue, voiceovers, and sound effects can help bring a narrative to life. As IPR notes, “Great storytelling in commercials relies on sound designers to help create mood, tone, and scenes”. Voiceovers and dialogue allow advertisers to directly narrate a story or conversation, driving the narrative forward. Sound effects also contribute to storytelling by setting scenes and conveying actions and emotions that add depth and context. The strategic use of audio storytelling techniques can emotionally transport viewers into a branded story world.
For example, a car commercial telling the story of a road trip could use engine sounds and passing traffic to set the location. Upbeat music establishes the carefree mood, while dialogue between passengers develops their personalities. Changing background noises moving from highway to bumpy dirt road progresses the journey, with tire squeals and dramatic music amping up excitement at key moments. Every sound element combines to narrate an engaging story that structures the ad and brings the viewer along for the ride.
Product Information and Demonstration
Audio ads featuring narration are able to easily explain product details and features effectively. The narrator can describe what the product is, what it does, and highlight any unique selling points or innovations (Source). This allows for key information about the product to be communicated to the listener during the ad.
Audio ads can also include sound effects or product audio that demonstrates it in action. For example, an ad for a vacuum cleaner could include the sound of it turning on and cleaning. Or an ad for a software product might demonstrate its interface and sounds (Source). This gives the listener a better understanding of what using the product would be like by hearing it rather than just describing it. The sounds help make the product come alive.
Memorability
Adding sound to ads, especially music or jingles, can greatly increase memorability of the ad and brand (Science of sound: How music makes advertising more …). Music has inherent emotive qualities that engage the brain on a deeper level, causing ads with music to be encoded into long-term memory at a higher rate (The Emotive Power of Music in Advertising). Catchy jingles especially tend to stick in memory long after the ad airs. The unique sounds of a brand’s jingle or audio logo serve as a powerful and memorable identifier. Even subtle background music can make an ad’s visuals more memorable by enhancing mood and engagement.
Accessibility
It’s important for ads to be accessible to people with all kinds of impairments, including physical or cognitive disabilities. According to the article “How to Implement Accessibility and Inclusivity in Advertising” from WordStream, campaigns need to be designed so that everyone can experience them.
Some key elements of accessibility include:
- Audio descriptions for the visually impaired
- Captions for the hearing impaired
As discussed in “Why audio accessibility is a growing commercial concern for brands” by The Drum, providing captions and descriptions allows ads to reach a wider audience beyond just the typically abled. Brands that embrace accessiblity in their campaigns have the opportunity to authentically serve more groups with their advertising.
Conclusion
In summary, sound plays an important role in advertising and commercials for several key reasons. Sound and music grab people’s attention and engage their senses in a unique way compared to images or text alone. Using recognizable or catchy rhythms, melodies, songs or sound effects in an ad boosts its memorability and brand recognition, and can also be used to set the right mood or tone for the ad message or storyline. Sound can also provide necessary information about the product and demonstrate how it works.
All of these functions of sound in advertising help enhance the effectivness of the commercial and the ability of the target audience to retain the main messages and brand. This ultimately boosts sales and business results. As the old expression says, "many a small thing has been made large by the right kind of advertising" and leveraging the power of sound is an important component of compelling and result-driving ads.