Psychology of Sound in Advertising
Management Summary
Why Sound Matters
Sound isn’t just something you hear — it’s something you feel. Consider reflecting on your preferred tune and how it can immediately influence your mood or evoke memories. In the world of advertising, sound works the same magic. It’s processed by the part of your brain that handles emotions and memories, making it a super effective way to connect with people on a deeper level.
How Sound Grabs Attention
A study by Dr. Adrian North and Dr. David Hargreaves[1] found that music and sound in ads significantly impact how well we remember them. Their research, published in the *Journal of Applied Social Psychology*, showed that ads with engaging music were more memorable than those without any sound or with dull audio. It isn’t just about having background noise—it’s about choosing sounds that enhance the story your ad is telling.
Sound and Emotional Engagement
Another Nielsen study[2] in 2016 showed that ads with music that matched the vibe and message of the visuals saw a 14% higher engagement rate. This means that the correct audio can make people feel more connected to the ad, which is a big deal for brands trying to build relationships with their audience.
Seeing (and Hearing) is Believing
Let’s take a classic example to see the impact of sound: a car commercial.
Play the following video:
https://youtu.be/5_oQ-XnW1u8
© Land Rover: Video Spot
You see sleek cars driving through lively environments and scenic landscapes. They look good, but something feels missing. They’re just silent. There’s no energy, no excitement.
Now, imagine that same ad with a dynamic soundtrack:
https://youtu.be/cX6fhTIFt60
© Land Rover: Video Spot
The environment sounds — the roar of the engines, the upbeat music, the horses, and the water—suddenly, you’re not just watching a car — you can feel the thrill of the drive. It’s exciting, engaging, and memorable.
The difference is night and day. The second ad doesn’t just show you a car; it makes you feel like you’re right there, experiencing the excitement yourself.
Tips for Using Sound in Your Ads
- Match the Mood: Your audio should fit the overall feel of your ad. If it’s a heartfelt message, go for something soft and emotional. If it’s high-energy, crank up the beat.
- Use Familiar Tunes: Familiar songs or jingles can create instant recognition and nostalgia, making your ad stick in viewers’ minds.
- Play with Sound Effects: Unique sound effects can make your ad stand out and grab attention quickly.
- Know Your Audience: To increase interaction, customize the sounds you choose based on what appeals to your specific audience.
Conclusion
Sound isn’t just an add-on in advertising—it’s a powerful tool that can transform your ad from forgettable to unforgettable. Understanding how sound influences emotions and memories enables advertisers to develop more impactful and captivating campaigns. So next time you plan an ad, don’t just think about what people will see—think about what they’ll hear because a great sound can make all the difference.
For more information on how to use sound and creativity in digital advertising – feel free to contact us: kontakt@e-dialog.group
References:
1. North, A., & Hargreaves, D. (1997). Music and consumer behavior. *Journal of Applied Social Psychology*, 27(23), 2144-2162.
2. Nielsen. (2016). Nielsen Music 360 Report: Understanding the Value of Sound in Media.
