{"id":14325,"date":"2021-03-17T07:39:58","date_gmt":"2021-03-17T11:39:58","guid":{"rendered":"http:\/\/www.kzoo.edu\/news\/?p=14325"},"modified":"2023-08-02T13:44:43","modified_gmt":"2023-08-02T17:44:43","slug":"music-advertising","status":"publish","type":"post","link":"https:\/\/www.kzoo.edu\/news\/music-advertising\/","title":{"rendered":"Music Advertising Starts with Wheaties, Leads to Professor’s Book"},"content":{"rendered":"
\"Music
Kalamazoo College James A. B. Stone Professor of Psychology Siu-Lan Tan explores the psychology of music advertising in a new book she co-edited titled The Oxford Handbook of Music and Advertising<\/em>, published by Oxford University Press. Photo credit: Madelijn Strick\u00a0<\/figcaption><\/figure>\n

If you know Wheaties as the breakfast of champions, that\u2019s thanks in part to the first-ever commercial jingle, which aired through radio on Christmas Eve in 1926. Since then, advertisers have used the psychology of music, a subject appealing to Kalamazoo College\u2019s James A. B. Stone Professor of Psychology Siu-Lan Tan<\/a>, to entice you to buy their products.<\/p>\n

Tan is a co-editor of a new, nearly 1,000-page reference book published by Oxford University Press, titled The Oxford Handbook of Music and Advertising<\/em><\/a>, which explores the ties between music and advertising from their earliest connections to the present day. She said jingles grew from that first ad in 1926 beyond radio advertising to the in-person human voice and other songs that shoppers heard.<\/p>\n

\u201cHistorically, some of the first ways people sold their wares was to use music, and people would listen out for that tune at a marketplace,\u201d Tan said. \u201cPeople would hear it and know the flowers they like are around the corner, or they might realize the pots and pans are coming up.\u201d<\/p>\n

That might sound like an old way of doing business until you think of all the places where you associate memorable tunes with your favorite products and technologies.<\/p>\n

\u201cAdvertisers started off with the human voice, and just this chant or melody, and today you might listen for the familiar music of your favorite video game at the arcade,\u201d Tan said. \u201cThe book explores fascinating research on topics like advertising\u00a0jingles, music in radio and TV ads, sonic branding, sound design as part of product design, how in-store music affects shoppers,\u00a0and a lot more.\u00a0Even though the fads might change, there are some principles and basic foundational ideas that will continue to resonate in advertising for a long time.\u201d<\/p>\n

\"Siu-Lan
James A. B. Stone Professor of Psychology Siu-Lan Tan has previously published more than 25 journal articles and chapters and two books. Her new book, however, was her first project related specifically to music advertising. Photo credit: Keith Mumma, Kalamazoo College.<\/figcaption><\/figure>\n

Tan has published more than 25 journal articles and chapters, and two books including Psychology of Music: From Sound to Significance<\/em> and The Psychology of Music in Multimedia<\/em>. Her expertise was also featured in SCORE: A Film Music Documentary<\/a>,<\/em> and later, an associated podcast. This book, however, was Tan\u2019s first project related to music advertising.<\/p>\n

\u201cI just got even more fascinated in the psychology of music and music advertising from working with this book,\u201d she said. \u201cI\u2019m really constantly surprised by how many connections there are and how wide this area is. I’m excited to think of how many more ways that the psychology of music can plug into another area.\u201d<\/p>\n

As an editor, Tan was one of three people who invited 44 authors to collaborate on this multidisciplinary book, and made sure the book\u2019s chapters and stories meshed well with no overlap or gaps. She also ensured the book\u2019s themes and centralized ideas were present throughout as she and her fellow editors wrote section introductions and guided authors\u2019 contributions on content and style. Yet ultimately, she wants the book\u2019s success to be measured in how well readers connect with it in an engaging way for years to come.<\/p>\n

\u201cOne of the questions that the authors brought up at the Zoom book launch party was, \u2018Where else can we take this book?\u2019 because it’s not just your standard academic book,\u201d Tan said. \u201cIt really has a lot of applications and a wide reach. With music, multimedia and advertising, all of these sectors have a connection. I would like to see us make the book something that lives beyond just the academic sphere. I would feel the book is successful if it’s useful to many different people and is relevant for a long time.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

If you know Wheaties as the breakfast of champions, that\u2019s thanks in part to the first-ever commercial jingle, which aired through radio on Christmas Eve in 1926. Since then, advertisers have used the psychology of music, a subject appealing to Kalamazoo College\u2019s James A. B. Stone Professor of Psychology Siu-Lan Tan, to entice you to […]<\/p>\n","protected":false},"author":147,"featured_media":14331,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[233],"tags":[39,60],"post_formats":[],"class_list":["post-14325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faculty-staff","tag-faculty","tag-psychology"],"yoast_head":"\r\nMusic Advertising Starts with Wheaties, Leads to Book - News and Events<\/title>\r\n<meta name=\"description\" content=\"A Kalamazoo College psychology professor is a co-editor of a new book about music advertising, "The Oxford Handbook of Music and Advertising."\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.kzoo.edu\/news\/music-advertising\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Music Advertising Starts with Wheaties, Leads to Professor's Book\" \/>\r\n<meta property=\"og:description\" content=\"A Kalamazoo College psychology professor is a co-editor of a new book about music advertising, "The Oxford Handbook of Music and Advertising."\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/www.kzoo.edu\/news\/music-advertising\/\" \/>\r\n<meta property=\"og:site_name\" content=\"News and Events\" \/>\r\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/KalamazooCollege\" \/>\r\n<meta property=\"article:published_time\" content=\"2021-03-17T11:39:58+00:00\" \/>\r\n<meta property=\"article:modified_time\" content=\"2023-08-02T17:44:43+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/www.kzoo.edu\/news\/files\/2021\/03\/Siu-Lan-Tan_fb.jpg\" \/>\r\n\t<meta property=\"og:image:width\" content=\"570\" \/>\r\n\t<meta property=\"og:image:height\" content=\"321\" \/>\r\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\r\n<meta name=\"author\" content=\"Andy Brown\" \/>\r\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\r\n<meta name=\"twitter:title\" content=\"Music Advertising Starts with Wheaties, Leads to Professor's Book\" \/>\r\n<meta name=\"twitter:creator\" content=\"@kcollege\" \/>\r\n<meta name=\"twitter:site\" content=\"@kcollege\" \/>\r\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andy Brown\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.kzoo.edu\/news\/music-advertising\/\",\"url\":\"https:\/\/www.kzoo.edu\/news\/music-advertising\/\",\"name\":\"Music Advertising Starts with Wheaties, Leads to Book - 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B. Stone Professor of Psychology Siu-Lan Tan explores the psychology of music advertising in a new book she co-edited titled <em>The Oxford Handbook of Music and Advertising<\/em>, published by Oxford University Press. Photo credit: Madelijn Strick\u00a0<\/figcaption><\/figure>\n<p>If you know Wheaties as the breakfast of champions, that\u2019s thanks in part to the first-ever commercial jingle, which aired through radio on Christmas Eve in 1926. Since then, advertisers have used the psychology of music, a subject appealing to Kalamazoo College\u2019s <a href=\"http:\/\/blogs.kzoo.edu\/tan\/\">James A. B. Stone Professor of Psychology Siu-Lan Tan<\/a>, to entice you to buy their products.<\/p>\n<p>Tan is a co-editor of a new, nearly 1,000-page reference book published by Oxford University Press, titled <a href=\"https:\/\/global.oup.com\/academic\/product\/the-oxford-handbook-of-music-and-advertising-9780190691240?cc=us&lang=en&\"><em>The Oxford Handbook of Music and Advertising<\/em><\/a>, which explores the ties between music and advertising from their earliest connections to the present day. She said jingles grew from that first ad in 1926 beyond radio advertising to the in-person human voice and other songs that shoppers heard.<\/p>\n<p>\u201cHistorically, some of the first ways people sold their wares was to use music, and people would listen out for that tune at a marketplace,\u201d Tan said. \u201cPeople would hear it and know the flowers they like are around the corner, or they might realize the pots and pans are coming up.\u201d<\/p>\n<p>That might sound like an old way of doing business until you think of all the places where you associate memorable tunes with your favorite products and technologies.<\/p>\n<p>\u201cAdvertisers started off with the human voice, and just this chant or melody, and today you might listen for the familiar music of your favorite video game at the arcade,\u201d Tan said. \u201cThe book explores fascinating research on topics like advertising\u00a0jingles, music in radio and TV ads, sonic branding, sound design as part of product design, how in-store music affects shoppers,\u00a0and a lot more.\u00a0Even though the fads might change, there are some principles and basic foundational ideas that will continue to resonate in advertising for a long time.\u201d<\/p>\n<figure id=\"attachment_14329\" aria-describedby=\"caption-attachment-14329\" style=\"width: 380px\" class=\"wp-caption alignright\"><img loading=\"lazy\" class=\" wp-image-14329\" src=\"\/\/www.kzoo.edu\/news\/files\/2021\/03\/Siu-Lan-Tan-571x800.jpg\" alt=\"Siu-Lan Tan discusses music advertising at Kalamazoo College\" width=\"380\" height=\"529\" \/><figcaption id=\"caption-attachment-14329\" class=\"wp-caption-text\">James A. B. Stone Professor of Psychology Siu-Lan Tan has previously published more than 25 journal articles and chapters and two books. Her new book, however, was her first project related specifically to music advertising. Photo credit: Keith Mumma, Kalamazoo College.<\/figcaption><\/figure>\n<p>Tan has published more than 25 journal articles and chapters, and two books including <em>Psychology of Music: From Sound to Significance<\/em> and <em>The Psychology of Music in Multimedia<\/em>. Her expertise was also featured in <em><a href=\"http:\/\/www.kzoo.edu\/news\/scoreandk\/\">SCORE: A Film Music Documentary<\/a>,<\/em> and later, an associated podcast. This book, however, was Tan\u2019s first project related to music advertising.<\/p>\n<p>\u201cI just got even more fascinated in the psychology of music and music advertising from working with this book,\u201d she said. \u201cI\u2019m really constantly surprised by how many connections there are and how wide this area is. I’m excited to think of how many more ways that the psychology of music can plug into another area.\u201d<\/p>\n<p>As an editor, Tan was one of three people who invited 44 authors to collaborate on this multidisciplinary book, and made sure the book\u2019s chapters and stories meshed well with no overlap or gaps. She also ensured the book\u2019s themes and centralized ideas were present throughout as she and her fellow editors wrote section introductions and guided authors\u2019 contributions on content and style. Yet ultimately, she wants the book\u2019s success to be measured in how well readers connect with it in an engaging way for years to come.<\/p>\n<p>\u201cOne of the questions that the authors brought up at the Zoom book launch party was, \u2018Where else can we take this book?\u2019 because it’s not just your standard academic book,\u201d Tan said. \u201cIt really has a lot of applications and a wide reach. With music, multimedia and advertising, all of these sectors have a connection. I would like to see us make the book something that lives beyond just the academic sphere. I would feel the book is successful if it’s useful to many different people and is relevant for a long time.\u201d<\/p>\n","comment_info":"No Comments","_links":{"self":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts\/14325","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/users\/147"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/comments?post=14325"}],"version-history":[{"count":9,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts\/14325\/revisions"}],"predecessor-version":[{"id":20428,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/posts\/14325\/revisions\/20428"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/media\/14331"}],"wp:attachment":[{"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/media?parent=14325"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/categories?post=14325"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/tags?post=14325"},{"taxonomy":"post_format","embeddable":true,"href":"https:\/\/www.kzoo.edu\/news\/wp-json\/wp\/v2\/post_formats?post=14325"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}