When a luxury car commercial uses the ethereal vocals from The Social Network (Trent Reznor and Atticus Ross), they are not selling leather seats. They are selling the feeling of Zuckerberg’s alienated genius. When a beer commercial uses the opening riff of a classic rock song, they are selling nostalgia, not hops. The melody acts as a of emotion: the audience loans their positive feelings for the original content to the new product.
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