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McDonald's We Buy Any Car Intel

Music better at stirring emotion than pictures

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By The Drum Team, Editorial

July 23, 2010 | 2 min read

The phenomenon of sonic branding, is a growing concern for marketers, with a new, more scientific approach being taken to subconsciously embed associations between brands and sounds into the minds of an unsuspecting public.

From “I’m lovin it” to “we buy any car”, soundsmiths are tapping into vast vaults of noise, each sound catalogued by the emotional string it pulls, to produce custom melodies that can subjugate free will.

The Drum caught up with Mike Scott, lead composer at Spike, to find out more about this growing phenomenon.

“As a composer I’m bound to say music is better at stirring emotion than pictures, however the best outcome would be a seamless synergy of both,” said Scott.

“It’s the same for ad makers. You are always striving to create something fresh. Always challenge yourself – which may mean challenging your client.”

An indepth look at sonic mnemonics can be found in the most recent issue of The Drum, and is also available to read on the MiNetwork site.

McDonald's We Buy Any Car Intel

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