Exploration of nostalgic music's role in enhancing ad effectiveness, suggesting psychological impacts on consumer behavior.
This paper describes the psychological influence of music in advertisements and the effects of nostalgia on the success of video ads. By examining the research surrounding ad effectiveness, the effect of music on the brain, and brand perception, we determine the underlying cognitive functions behind the music used in nostalgia-centered video advertisements. This paper selects and analyzes specific examples of successful and unsuccessful ad campaigns that incorporate music in order to connect with their audiences by evoking nostalgia. It explores the effects of music on the brain and how it can influence people to connect with a brand. It identifies common qualities of successful campaigns and determines how they influence the brain. Those developing creative strategies for video ads may find this research useful to better understand consumer behavior.
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A. K. M. Adam (2025) studied this question.
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