In this ad by United Airlines, music is the main mode of persuasion. By pairing the tune of "Rhapsody In Blue" by George Gershwin with their brand, they put viewers in a frame of mind that is open to influence. Even though there are no words being said, the melody helps create the mood of the scene that is unfolding. As the anxiety increases, so does the speed of the music, and when the woman finally realizes that the people at the table are not the horrible creatures she thought them to be, the tempo reflects that as well. When listening to the ad, you can't help but feel upbeat, so by the time they even mention that they are advertising United Airlines you have let your guard down. Positive associations between the music and the brand are strengthened mostly likely without the viewer's knowledge, which makes it such a powerful tool of persuasion. The ad also seems to target the business class, since it uses the example of being able to have an in person meeting as a reason to want to use their airline.
No comments:
Post a Comment