As I'm in my third year at University it time for my dissertation. I was asked to either write a journal or a blog. I have chosen a blog as its more personal. My subject is music in advertisements and how they can portray the theme of an ad and can help advertise the brand as well as the product. I have chosen 3 adverts, for each i have included the original ad and i have also added an edited version where i have changed the music. I hope you like the ads I've chosen and my edited versions.
The first ad I'm going to look at is the Virgin Atlantic, Still Red Hot after 25 years. The as is set in 1984 and shows several flight attendants and a pilot walking through an airport dressed in the iconic red virgin uniforms (except the pilot). Everyone in the airport looks at them as they walk through, as they would a celebrity. The main theme of the ad is nostalgia, the ad agency have incorporated news stories, mobile phones and shops from the 80s to achieve this theme. However i also think there is a second more obvious theme running throughout the ad and that is SEX. The fact that have used all female flight attendants and the way they're dressed is one way the agency has shown the theme, but, they have also shown it with the most important component (to me) of any ad that actually uses it, the music. The song the ad agency RKCR/Y&R have chosen is Relax by Frankie Goes to Hollywood. A great choice in my opinion a true 80s anthem. It sets the tone of the ad perfectly. Although the ad to me is not overly 'sexy' the beat and the rhythm of the music gives added sexiness. Not only does the song relate to the theme of the ad its also well suited to the brand. Ad review said 'This part portrays Virgin Atlantic as a powerful, glamorous, respectful and trustworthy company.
Obviously there are thousands of other songs that Virgin and RKCR/Y&R could have used on the ad. Below is an example i have created to show that Relax is the best song to show both themes, nostalgia and sex. The song i have chosen is Im too sexy by Right said Fred. To me this song scream sex. Although the song fits well i think it cheapens the ad and the brand. Relax implies sex where as I'm too Sexy screams sex and smacks you in the face with it. Definitely not a song i would want to hear on an advert for an airline and definitely not what Virgin want to say to their customers.
The next ad I'm going to look at is Internet Explorer 9 a more beautiful web. The advert is a minute long movie showing the uses of the new explorer, it also shows statements and reviews of what Microsoft promise the new software will bring. The video was created by American filmmaker Keith Rivers. To me the main theme of the ad is speed, however whilst I've been researching the ad I've found many people including Microsoft list the theme as emotion. If the advert had no music at all then i think that emotion would come across a lot stronger with the way the movie shows the uses of internet explorer, that could bring out different emotions in everyone. (But it would be a very boring ad if there was no music.) When you add in the music, in this case Too Close by Alex Clare, speed overpowers the emotion theme. I think that the song they've chosen is a fantastic choice for the advert, its upbeat, fast and has hints of dub step which is always a good thing. The song captures your attention instantly. Companies nowadays are always looking for a way to appeal to a more younger/ modern audience, choosing this song definitely helped Microsoft achieve that. At the time the advert was shown Alex Clare was relatively unheard of, the ad helped kickstart his career and both this single and his album were hits here in the UK and across the pond. So not only did it advertise the product (Internet explorer 9) but the brand as well (Microsoft). If i was watching an advert for an internet browser whether it be; Internet Explorer, Firefox, Chrome or Safari, and the ad had a slow song playing throughout it wouldn't make me think well this internet is going to run really fast, it would make me think the exact opposite. To me the music used in adverts say a lot about a company and a product. Which is why using a fast upbeat song like Too Close you immediately make the connection: fast music fast internet. The song has completely defined the theme for the ad. Keith Rivers said "What makes Alex Clare's song so complementary to the advertisement is that it's filled with uplifting energy and vocals that speak to what Internet Explorer stands for, a humble force powering your Web experience,"
Now, as i did with the Virgin Atlantic advert I have created an alternate version of the ad, well I've changed the music. For this one I've used Somewhere only we know by Lily Allen. The reason I've chosen this song is because it brings the emotion theme to the forefront of the advert. Also its completely the opposite to Too Close so it backs up my point that using a slow song doesn't portray the product in a positive way. However its a modern song so it still shows Microsoft as a modern company.
The next and final ad I'm going to look at is for the iPhone 5s called Metal mastered. The ad is completely different to anything Apple have done before. Rather than having all the new features Apple are putting in their new devices thrown in your face this ad only shows one new feature. They've also focused mainly on the material the new phone is made from. They recently started doing this on the ad for the new iPhone 5c. Theres no real theme to the ad in my opinion however Apple have gone down the root of Sophistication which i suppose could be a theme. They've done this by only showing the gold version of the new phone (the phone also comes in silver and grey). In my opinion Apple have failed on one major component of the advert. The music. Unlike the other ads I've looked at I don't think the music in this ads portrays the theme of sophistication like the visuals do. The music Apple have chose is Ohh La La by Goldfrapp. Now i can see where Apple are coming from choosing the song, it does have quite a sexy tone to it. But, this song has been overused not to mention the fact the song was released in 2005, which is a disappointment because you can always count on Apple to use new or un-released music in their ad campaigns, unless of course their advertising a certain artist on iTunes. Theres just something not right between the song and the visuals, they don't compliment each other.
Now as i did for the previous two ads I've changed the music, this time in my opinion for the better. Yes Goldfrapp was an OK choice but i believe i may have chosen something a bit better. The song I've chosen is Goldfinger by Shirley Bassey. I know this is an old song but there is a reason I've chosen it. When the ad starts and the liquid metal is flowing around it instantly made me think of a James Bond film. Not only that but it works better with the sophistication theme Apple wanted show. The song fits in really well and works well with the visual part of the ad. A better choice in my opinion.
Looking at the three ads I have learnt that the choice of music Ad agencies and companies choose is a vital part of an advertising campaign. Not only does it help sell a product but the brand as well. I hope the ads that i have chosen have shown this. I also hope that where i have changed the music i have shown that not every song is a good choice to portray a particular theme.
References.
Virgin Atlantic Still Red hot after 25 years original advert: http://www.youtube.com/watch?v=gIqwUV-qOiU
Internet explorer original advert:http://www.youtube.com/watch?v=GFE4rkSaKOY
iPhone 5s original advert: http://www.youtube.com/watch?v=xYsSiaBZmRk
Web Sources
http://www.campaignlive.co.uk/news/870984/
http://www.ad-review.co.uk/view/youtube/item/virgin_atlantic_25_y/794
http://winsupersite.com/blog/supersite-blog-39/internet-explorer2/ad-beautiful-web-142460
http://www.microsoft.com/en-us/news/features/2012/mar12/03-05alexclare.aspx
http://www.theverge.com/2013/10/20/4858986/selling-gold-apple-debuts-its-first-iphone-5s-tv-spot
http://www.digitaltrends.com/mobile/apple-goes-for-gold-in-its-first-tv-ad-for-iphone-5s/
http://osxdaily.com/2013/10/21/new-iphone-5s-commercial/
