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THE RANGE OF VISION PROPOSITION: USES OF MUSIC IN ADVERTISING DATE BACK TO THE EARLIEST DAYS OF BROADCAST MEDIA. IN THE 1920S AND 1930S, MARKETERS LIKE PROCTER AND GAMBLE PIONEERED THE CONCEPT OF LINKING BRAND NAMES TO DISTINCTIVE MUSICAL AND DRAMATIC THEMES. THE APPROACH WAS USED NOT ONLY IN RADIO ADS, BUT ALSO IN PROGRAMMING THAT THE COMPANIES DEVELOPED AND CONTROLLED. IT WAS LATER ADAPTED TO TELEVISION COMMERCIALS AND TO THE ENORMOUSLY POPULAR SOAP OPERAS OF THE 1950S. AS OF 2010, MUSIC IS USED IN ADVERTISING IN KEY FORMATS AS A USEFUL TOOL TO SELL PRODUCTS. DEDUCTION: MUSIC HELPS TO FOCUS THE CONSUMER'S ATTENTION ON THE PRODUCT. SOUNDTRACKS, WHICH ARE ORIGINAL TUNES COMPOSED SPECIFICALLY TO SUPPORT A CERTAIN BRAND, ARE WIDESPREAD IN ADVERTISING. THEY ARE EFFECTIVE IN ENHANCING RECALL OF THE BRAND NAME AND KEY SELLING POINTS. IT IS IMPORTANT FOR MUSIC TO COMPLEMENT, NOT COMPETE WITH, THE VISUAL ELEMENTS OF AN AD. HOWEVER, SONGS AND BACKGROUND TUNES CAN BE MORE MEMORABLE THAN PICTURES AND WORDS IN ESTABLISHING A MOOD OR BRINGING A BRAND IMAGE TO LIFE.

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