Emmanuel in everyday life and to promote physical and

Emmanuel Kant once said that ”Music is the language
of emotions”.

From his point of view, music has the power to provoke
and evoke emotions in human beings.

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According to an article that appeared in the journal
of direct science , Stefan Koelsch, the author of the article, stated
that “Music is capable of evoking exceptionally strong emotions and of reliably
affecting the mood of individuals”                                                                                                                                   

Mona Lisa Chanda, author of the article the
neurochemistry of music that appeared in the same journal of direct science,
claimed that “Music is used to regulate mood and arousal in everyday life and
to promote physical and psychological health and well-being in clinical
settings”

She continued saying that “It is evident that music
improves health and well-being through the engagement of neurochemical systems
for reward, motivation, and pleasure, stress and arousal, immunity and social
affiliation”

According to Joel Beckerman’s book (the sonic boom:
2015), “Music defines us, it affects the way we feel, think and buy”

 

Considering that music has such an effect on our
emotions, more and more marketers are trying to integrate music in their
marketing and communications process.

Over the past few years, the term “Sonic branding” has
emerged due this awareness of the impacts of music on our daily lives.

The business dictionary defines sonic branding as ” a
way of thinking about music in a strategic way. How does your brand, product or
service sound like? It extends your visual communication with an audio
identity.”

 

An article that appeared in the Harvard
Business Review  in 2014 suggests that
“the strategic use of sound can play an important role in positively
differentiating a product or service, enhancing recall, creating preference,
building trust, and even increasing sales.”