by Dr Greg Chapman
Ad of the Month – Words and Music
Music can be used in an ad to harness emotions and re-inforce a message and make it memorable. This UK political ad may be the most evocative I have seen. The ad is stringing together a series of predictions to create a negative narrative of their opponents. Normally you would expect that people would lose the plot with the joining together so many dots, but the music just carries you on.
Rather than mad slasher music which is what we normally hear when politicians try to scare us about their opponents, they use the marvellous classical piece Danse Macabre (often referred to as the Dance of the Skeletons).
Whether you love or hate the Conservatives, you have to admire the power of this ad, and while I am sure that there were hundreds of other ads from all parties, I think most independent commentators agree, that this is the reason the Conservatives won.
How could you use music to re-inforce your message? What would your theme music be?
May Your Business this Year be - As You Plan It.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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