The Use of Cultural Motifs in Advertisement Music and the Presentation of Brand Personality

Advertising influences almost all of the daily life of human. The basic elements in the advertisement match with the senses that compose human perception. While text, graphics, colors and objects are directed towards the sense of sight; sounds, music or silence are directed towards hearing. Music in advertisement which is used by taking into consideration the visual elements in advertisements helps to promote product, brand and corporation strategically and be remembered by the consumers. It also helps to form the brand personality in the mind of target audience in a long period. The values, traditions and customs that the target audience of the advertisement has, can be formulated and used in advertisement as music besides the visual elements. The cultural motifs that are used in music in advertisement support the presentation of the brand and brand personality. In order to demonstrate the accuracy of this statement, in this article, the sample of TV commercials which were broadcasted in three weeks in Ramadan, which is an important month for Muslims, was analyzed by content analysis. 112 sample commercials were broadcasted in three national channels in prime time. It's concluded that Turkish musical instruments were used in 28 commercials and this use helps to present the ` sincere' personality of the brand.