California State University, San Bernardino CSUSB ScholarWorks Theses Digitization Project John M. Pfau Library 2003 A comparative analysis of the use of music in advertisements within the car industry Crystal Desquitado Mamaril Follow this and additional works at: https://scholarworks.lib.csusb.edu/etd-project Part of the Marketing Commons Recommended Citation Mamaril, Crystal Desquitado, "A comparative analysis of the use of music in advertisements within the car industry" (2003). Theses Digitization Project. 2296. https://scholarworks.lib.csusb.edu/etd-project/2296 This Project is brought to you for free and open access by the John M. Pfau Library at CSUSB ScholarWorks. It has been accepted for inclusion in Theses Digitization Project by an authorized administrator of CSUSB ScholarWorks. For more information, please contact
[email protected]. A COMPARATIVE ANALYSIS OF THE USE OF MUSIC IN ADVERTISEMENTS WITHIN THE CAR INDUSTRY A Project Presented to the Faculty of California State University, San Bernardino In Partial Fulfillment of the Requirements for the Degree Master of Business Administration: Marketing Management by Crystal Desquitado Mamaril June 2003 A COMPARATIVE ANALYSIS OF THE USE OF MUSIC IN ADVERTISEMENTS WITHIN THE CAR INDUSTRY A Project Presented to the Faculty of California State University, San Bernardino by Crystal Desquitado Mamaril June 2003 5^ -2. o o ©at ABSTRACT The use of music in television commercials is becoming an increasing trend among marketing companies. This has especially been apparent in the commercials for the car industry. With each company attempting to find its musical niche, it is important to analyze the successes and failures of each and provide objective criteria which will enable the comparison of completely different advertisements.