![]() In this way, Powell argues that movie composers are subconsciously “guiding your emotions, pacing your reactions, churning up your attention, and easing you out the door during the credits”. Viewers are instantly transported to the emotions experienced by Jason Bourne and the ups and downs throughout his journey. The series’ theme song is intrinsically linked to how the story unfolds and is key to character development. John Powell, the composer of the hugely successful Bourne film series, has spoken about how Moby’s “haunting, even lonely, inevitably Bourne” Extreme Ways is “part of the character now”. Consistency is fundamental to brand building. Yet its role in that industry has typically been less well understood – or indeed, exploited.īut for brands, there is a double challenge – not just in finding music that appropriately resonates with a commercial but also in ensuring that it is ‘on brand’. It follows that music has the same ability to subconsciously influence our emotions in advertising. Music influences our mood and it can guide narrative and elicit certain sentiments when it mirrors and enhances the emotional impact of the scene. Our response to sound is involuntary and it is supremely effective at manipulating us emotionally without our conscious consent. Music achieves this because sound operates directly on the subconscious, and therefore it is the most effective way to modulate emotions. Indeed, through the emotional power of music, Hollywood and other media industries have long known how to tell stories and deliver scenes that become supercharged with emotion with the addition of the right music. ![]() The use of music to deliver emotional impact in storytelling is well established.
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