Music in advertisement is influential and can be emotionally appealing,
and it has become a common element and a crucial feature. The choice of
which type of music used is a conscious and creative decision that needs
to be strategic. While previous studies on music in advertisements have
focused on popular songs, this study attempts to extend this research
with a focus on the originality of the music and the level of
interaction. A content analysis of UK Christmas advertisement and US
Super Bowl advertisements was carried. The study introduced a new
typology of music in advertisements, making a theoretical contribution
by extending previous works on music in advertising. It further offers
insight for current practices of the use of music, creative strategies
with regards to the selection and integration of music.