SOUNDS THAT CONNECT

MUSIC AS AN EMOTIONAL BRAND STRATEGY IN ADVERTISING

Abstract

This study analyzes the use of music as an instrument for emotional connection between brands and consumers in advertising campaigns. The use of music in advertising has evolved over time, incorporating different formats (such as jingles, spots, and soundtracks), as well as more recent concepts such as sound branding and music branding. Based on this context, this article aims to investigate the perception of professionals in the advertising audio field regarding the process of creating sound pieces capable of meeting brand objectives and generating emotional bonds with the target audience. This is an applied, exploratory, and descriptive study with a qualitative approach. The methodological procedures included a literature review and field research through interviews with five professionals working in the advertising audio sector. The study stands out for its unique nature in the advertising field: although there are approaches that link music and emotion, few explore its application as a strategic tool in this context. The results indicate that building an effective emotional connection between brand and consumer, through music, depends mainly on two factors: the work of professionals with a solid cultural repertoire and the coherence between sound communication and the brand's identity, avoiding adherence to ephemeral trends that do not represent its essence.