Music-lovers all over the world know that listening to a soothing or energetic tune can cause corresponding feelings.
Now, researchers at the University of the Basque Country have shown in a study that hearing a familiar song – such as Louis Armstrong's What a Wonderful World – can evoke positive emotion when accompanied by an advertisement, compared to ads shown without music.
"The average scores for the variable of 'emotional reaction generated' among the consumers were significantly higher for the versions of the adverts using musical accompaniment than in the one without any music," said co-author Patrick Hartmann.
Additionally, the style and tempo of an original jingle had an effect on the study participants' moods. Those who were exposed to an upbeat tune viewed the product as being sporty, exciting and refreshing. Meanwhile, individuals who viewed a commercial with a soothing song reported that they felt the product was delicate, soft and relaxing.
Results of this study suggest that the mind can be influenced by the power of song. Perhaps brain potential can even be heightened through music, as is the belief of author, philosopher and flutist Ilchi Lee.
