Social Impact Dissertation Prize - Highly Commended

My research considers the ethical implications of using music in advertising. I first establish ethical determinants and discuss them in relation to ethical motivation. The pre-existing ethical dilemmas in relation to music are then discussed with the research gap relating to music in advertising being highlighted.

Following this, my research then considers music’s relationship with human neurology and considers both the environmental and biological factors which contribute to our perception, understanding and interpretation of music; the implications of this providing basis for some of the ethical dilemmas present in the use of music in advertising.

Music, marketing and ethics are then discussed. Firstly, the implications of creating music associations are highlighted, with key areas such as the transformational power of music, sonic branding and auditory associations providing the weight of the argument. Then, I look at music in relation to manipulation, with psychological studies such as the elaboration model and classical conditioning taking precedence. Musical mishearing and musical interpretation and perception are then discussed with topics around synesthetic perception being mentioned. Finally, there are discussions around music’s ability to encourage social division and reinforce stereotyping.

My research concludes that corporations should include discussions around music use in advertising and marketing with regards to ethics and suggests that it is necessary for them to consider the implications of music’s use

Music’s use within advertising raises many ethical issues. Whilst the relationship between music and ethics has been widely considered in relation to the selling of music, very little consideration has been given to its use in advertising, which is of real concern. My research demonstrates that music has an ability to influence human behaviour and thought with little or no consent given by consumers as to how it does this.

Music’s ability to create lasting associations without consumer consent is one of the greatest ethical dilemmas found in my research and has worrying implications for wider society. Firstly, the use of music to ingrain an idea into consumers implies a lack of concern regarding agency and free will. Whether done intentionally, this lack of concern suggests that corporate needs and profitability can be prioritised over individual needs. In other aspects of society, consent of will is considered important and so the suggestion that because it is on a subconscious neurological level, consent is no longer important, seems wrong.

Furthermore, this research highlights that currently the use of music to change the way consumers think, is also deemed acceptable by corporations. Currently, through processes such as classical conditioning and ELM, changing consumer desires and purchase patterns in favour of products is commonplace. Similarly, changing their perception is also deemed acceptable. Not only do corporations in this instance fail to gain consent but they are also inevitably changing the way people act. This has wider implications on societal issues. Firstly, with regards to control, suggesting that it is fine for an individual or organisation with more money or power to control or influence others without their knowledge or permission. This itself is morally wrong. Secondly, with regards to sustainability. Through the influencing power of music, corporations can create a less informed consumer agglomerate, which are led by desires of want over need, thus increasing issues such as debt and resources diminution. The recognition of emotional response caused by music in association to brands and products means that once such patterns are created within a consumer group, those established feelings are almost impossible to change, meaning that the harm caused by music use in a given scenario can be long lasting.

The animosity that can be created due to instore music marketing and advertising is also of concern. The ethical implications of using music in a way which reinforces stereotypes and social division is of great significance. If society hopes for equality, then the allowing of even subtle or unconscious stereotypes to underpin marketing campaigns through music use must stop. Whilst subtle, the potential messages that music has the power to reinforce, could be devastating to progress made thus far regarding equality. Corporations have a responsibility to consider the social division that they could inadvertently be causing.

Given the findings of this research, corporations have a responsibility to consider their use of music and include it in discussions of larger corporate ethics. The ethical implications of using music in advertising shouldn’t be considered an afterthought, but instead should be at the forefront of discussions. It is not suggested that corporations avoid using music to increase profitability, but rather that they use music in a transparent and non-manipulative way. By ensuring discussions around music use are had, corporations can decrease the extent to which harm is caused by music misuse and encourage positive change.