The Role of Chords in Advertisements: An Overview
In the world of advertising, music plays a crucial role in engaging the audience and reinforcing the message. Chords and chord progressions are often chosen with great care to evoke specific emotions and feelings that resonate with the target audience. This article explores the common choices of chords and chord progressions frequently used in advertisement songs.
Major Chords and Their Usage
Major chords, such as C, G, and D, are often used in advertisements to convey happiness, positivity, and excitement. These chords create an uplifting and energetic vibe, making them ideal for products that promote joy or celebration. For example, a brand promoting a festive season sale might incorporate major chords to enhance the celebratory atmosphere.
Minor Chords: Evoking Deeper Emotions
Minor chords, including Am, Em, and Dm, carry a sense of sadness, nostalgia, or introspection. They are often used in ads that aim to evoke a more poignant story or convey a sense of longing. A car commercial highlighting a journey through life milestones might use minor chords to emphasize the emotional journey.
Common Chord Progressions: Creating Familiarity and Depth
Several common chord progressions are frequently used in advertisements to evoke specific emotions and create a memorable experience.
I-IV-V (C-F-G)
This progression is simple yet familiar, creating a sense of comfort. It is often used in ads that aim to convey a feeling of ease and familiarity.
I-V-vi-IV (C-G-Am-F)
Known for its emotional depth, the I-V-vi-IV progression is widely used in pop music. It can evoke feelings of nostalgia and positivity, making it a popular choice for ads that aim to make a lasting emotional connection with the audience.
vi-IV-I-V (Am-F-C-G)
This progression conveys a sense of resolution and happiness. It is often used in ads that aim to highlight a successful journey or accomplishment. For example, a software company might use this progression to illustrate the successful integration of their product into a business workflow.
Suspended Chords: Adding Suspense and Tension
Suspended chords, such as Csus2 or Csus4, can create a sense of anticipation or tension. They are effective in building interest in a product. A luxury watch ad might use suspended chords to evoke a sense of awe and exclusivity.
The Importance of Dynamics and Instrumentation
The emotional delivery of chords in advertising music is not solely determined by the chords themselves, but also by the choice of instrumentation and dynamics. For instance, a piano playing softly can create a more introspective mood, while a loud guitar riff can heighten excitement and energy. This interplay between chords and instrumentation contributes to the overall emotional impact of the advertisement.
Currently, there is a trend in which the first chord of a verse is a 6th chord, followed by a 4th chord, then either 1 or 5, or the other way around. If a verse structure uses a 5th chord before a 1st chord, the chorus often switches to a 1st chord followed by a 5th chord. This particular chord progression is very popular, but as with all trends, it is subject to change and modification. Some songs still rely on the type of chords used in funk/fusion tracks from the 70s, which brings a sense of relief from the monotony of this progression.
Example: "Say So" by Doja Cat
As an example, the song "Say So" by Doja Cat incorporates a funk guitar riff throughout the track, using chords like Emin9, A11, Dmaj9, and Bsus. This unique chord progression and instrumentation set the mood for a sensation of fun and enjoyment, which aligns with the song's themes and the overall feel of the track.
In conclusion, advertisers carefully choose chords and progressions to align with the message and emotional tone they wish to convey. The goal is to create a memorable and engaging experience that enhances the product's appeal. As the music industry continues to evolve, so too will the choice of chords and progressions in advertising.