Music can be considered as a language in its own right. Music and verbal languages ​​are forms of expression used to communicate with others. Music differs from speech because it does not need to be understood to be effective. You don't need to understand Japanese to understand the music of a Japanese composer. Music can be used to attract attention, create the desired mood, change the rhythm of the advertising story, facilitate brand and message memorization, improve attitudes towards brands, influence purchasing behavior. “Music moves us. It brings lonely thoughts and memories to life, can comfort and relieve loneliness, promote private or shared happiness, and engender feelings of deep sadness and loss. The sounds of music communicate emotions vividly, far beyond the capacity of words and most other art forms. It can bring us closer together in loving intimacy. (Panksepp and Trevarthen, 2009: p105). It is not surprising that music has been used as a communication tool in advertising as far back as the radio jingles of the 1920s. Kellaris, Cox and Cox, 1993 perceived music as the most important creative ingredient in advertising. Music in advertising works alongside speech and often visuals to create the overall message of the ad. It has been discussed whether musical congruence enhances or devalues ​​the desired brand message. Although many studies have proven that it is difficult to obtain accurate answers in terms of musical congruence due to the subjectivity of the subject, it appears that many reports favor the use of congruent music to communicate an advertising message. In this essay, I will discuss these views in more detail in relation to recent and well-established theories. The role of music in adv...... middle of article ......Drugs http://www.youtube. com/watch?v=C-pxuWgsa3g&w=560&h=315 - Waitrose Golden Brown - Heroin & A Girl http://www.youtube.com/watch?feature=player_embedded&v=W11ejAC_ZkI - Florette advertisement - Construction and tension, story http: //www.youtube.com/watch?v=UKcr1bZMV5s - KFC Musical/Humor http://www.youtube.com/watch?v=XqWig2WARb0 - The Bear and the Hare http://www.youtube.com/ watch? v=qei1lECxlOI - Co-Op summer Side Story AND Own People Same as KFC http://www.youtube.com/watch?v=ygeWsoYYMuQ - Southern Comfort Music and visuals juxtaposed http://www.youtube.com/watch?v=MXiJBp7HK5o - We Buy Any Car - 2010 TV UKJohn Lewis 2012 Christmas AdSongsThe Most Wonderful Time of the Year - Andy Williams 1963Odette - Hit or Miss 1970Gabrielle AplinYoutube