Web – Video Campaign Creation 101
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will definitely turn some people off. The music that they used as their signature theme recently cropped up on a new Christmas ad campaign for a local jewelry retail chain. As I was watching this commercial play twelve times during the evening, all I could think of was the “F-word” tagline. Not exactly what the nice middle-of-the-road, don’t offend anybody retailer was trying to achieve.
Music has an enormous psychological effect on the viewer, it provides mood, enhances personality, and if scored to the presentation can stress certain key points that get embedded in the viewers memory because of the musical emphasis.
Another key use of music is as a signature logo-tag, like the familiar Intel tag that accompanies every appearance of their logo or the famous three-note NBC sound-tag.
Voice-overs are another way to create character,
