Music as a communication strategy

Abstract

Music has several powers, among them the best known, its influence on emotions and its association with memories. However, it is also a strategic form of communication and a bridge to manipulate consumer behavior. This article analyses how music constitutes a communication element, taking into account its role in buildinseg brand identity and in remembering advertising messages. The methodology is bad on the review of the literature on music, communication and consumer psychology, using iconic campaigns such as Dacia Duster, Hellmann’s, Pingo Doce, and Pepsi, to investigate the influence of music on purchase intention. The study explores how brands take advantage of music’s ability to capture attention and evoke emotions to reinforce their identity and highlights the importance of combining music with advertising messages.