Jingles in Advertisements: Can They Improve Recall?

Abstract

The article presents a study that considers how and when music in advertising might serve to improve brand recall. Experimental evidence that support the notion that music can improve recall is provided. Recall is limited though to the repetition of the melody and the ease of learning it. Music aids recall when the lyrics are as clearly understood when they are sung as when they are spoken. Also when the text match the music in terms of rhythmical structure, stress patterns and, phrasing and points of emphasis.