Role of Pop Culture in Commercials and Branding

Roleof Pop Culture in Commercials and Branding

Roleof Pop Culture in Commercials and Branding

Thereexist various techniques that a business can utilize to market theirproducts and services. Emotional appeals are the centerpieces ofcommercials that capture the consumer’s attention. Emotionalattachment influences purchase and consumption behavior and createsbrand loyalty. A variety of ways can be used to create such emotionalattachments. One of these ways is through music. The purpose of thisresearch is to determine the extent to which pop music used intelevision adverts create the appropriate brand image, spark andemotional attachment to the brand and the finally establish brandloyalty among customers. The significance of this study will be tobridge the existing knowledge gaps when it comes to the use of popculture in advertisement and raise its awareness on its role incommercials. The literature review examines existing pieces ofliterature on the same topic to come up with a concrete conclusion.The conclusion is arrived at through an exploration of and expansionof existing research related to the themes of music, advertising, andbranding.

Adescription of methods of source selection

Credibleliterature sources such as books, journals, database, articles andaudio recordings are collected from the library catalog and onlineresources and gauged on their reliability based on theauthor/creator, year of publication, edition, and publisher. Academicsearch engines such as google books and google scholar were used tofind accurate, reliable information. The author’s credentials suchas educational background, past writing experience on the theme andhow other researchers commonly cite them are considered. The year ofpublication and the edition determines whether the source is relevantor has been revised. The publisher of the literature should be animportant and reputable publisher. Content analysis and intendedaudience help narrow down on search results, evaluation, andselection process.


Advertisementsare aimed at creating an open channel to relate to consumers andcreate a long-lasting connection under which company’s goods andservices are continually purchased. Branding is the main way thatleads to the creation of a company`s identity with the products andservices the said company offers. Branding has four key steps. Thefirst step involves the identification and introduction of theparticular brand to consumers. The second phase includes theestablishment of the meaning of the brand and finding a unique way inwhich the customer can use to relate to the brand such as the use ofbeautiful images or song. The third step entails promoting andgauging the consumers respond to the brand. In the final stage, thecompany establishes a long-lasting relationship with the customer.

Musicis an essential component of any human society and has always beenthe most attractive and appealing form of connection due to thenature of its impact. Listeners tend to connect to the lyrics of themusic as well as the technical component of the song. Different kindsof music arouse different emotions in people and having a connectionbetween a particular musician or song with the consumer leads to apositive association with a specific firm or product. According toLusenky (2010), music emotional power is linked by the way in whichmusic connects to the audience`s sense of identity, its effect andsignificance on his or her daily life. Lusenky (2010), asserts thatmusic is fused in all significant human achievements such asweddings, graduations, and other celebrations.

Prominentpsychologists have emphasized on the cognitive and emotionalimplications of music on human intellect and behavior. Marketingexperts and analysts have also centered on different advertisingmethods and have tried to explore why they are or are not effectiveat prompting clients to buy particular products or services inconveying a particular image of the enterprise. They have alsoscrutinized on several dimensions of branding and tried to establishwhat makes a campaign effective. Precisely, some scholars haveexamined music in social adverts and its effects on consumer tasteand preference. According to Lindstrom (2010), an increase ofattention to appeal in commercials have forced brand managers to usepop culture music in televised adverts over the recent years.

Popmusic is defined as music that is produced commercially for a massaudience. Pop music is thus recorded in studios and circulatedthrough various channels such as radios, music stores and onlineplatforms (Wilson, 2013). Pop music appeals to a majority oflisteners generally between the age of 15 and 28 years during thetime of its release and airing. Pop music is characterized byemotional imagery and elements that advertisers employ to clench theconsumer’s attention and institute personal connections with them.These techniques trigger a strong link between the customer`s feelingand the brand. Studies relating to this subject tend to focus on oneor more ways that this happens. Congruency, context,viewers/listener’s attention and involvement are the four coreconditions that affect the buyer`s feelings and attitude towardscertain brands.

Fromthe Law of Extreme Hypothesis, the level of consumer’s attitude isdirectly proportional to the amount of attention a person pays to theadvert and music serves as a major factor in garnering suchattention. This explains that emotional methods have an indirecteffect on brand feelings and responses (Craton &amp Lantos, 2011).According to Heath (2011), attention is the closeness a consumerestablishes with a particular advert and the amount of time theyallocate to the conveyed information. Health (2011), elaborates thatboth user`s attention and involvement, which relates to how muchconsumers’ information customers has about a product and whether ornot they want to purchase the product, affects how much they payattention (Heath, 2011).


Resultsof this result show that music has a substantial impact on brandassociation rather than its image. An advert that is done by afavorite musician creates an emotion appeal to the listeners andattracts much attention to the advertised brand which boasts itssale. Music conditions, however, did not have a significant on brandloyalty. Actual product category has a bigger impact on brand loyaltythan music and other factors. This emphasizes the need to strongeradvertising campaigns, offer more promotions as a way of connectingwith the customers on products that tend to garner less brandloyalty.


Musicand creation of business publicity will always be a major, universalforce in the consumer`s life. In as much as the research did notproduce the expected results, it revealed insights on the linksbetween music and human and brand personality. The study also offersan insight to the importance of product category to customer`sopinions of brand loyalty. This research confirms the significance ofmusic in advertising and a need for continuation of research on thesame theme to benefit marketers and consumers. Pop music, publicity,and branding have technical, cognitive, emotional and socialconstituents that make future research inevitable.


Craton,L. G., &amp Lantos, G. P. (2011). Attitude toward the advertisingmusic: An overlooked potential pitfall in commercials.The Journal of Consumer Marketing, 28(6),396-411. doi:

Heath,R. G. (2011). The secret of television`s success: Emotional contentor rational information? After fifty years, the debate continues.Journalof AdvertisingResearch,51(1),112. Retrieved from

Lindstrom,M. (2010). Brandsense: sensory secrets behind the stuff we buy.New York: Free Press.

Lusensky,J. (2010). Soundslike branding: using the power of music to turn customers intofans.London: Bloomsbury.

Wilson,K. (2013). Popular Music. MediaknowallAS&ampA Level – Introduction.Retrieved February 25, 2014, from