The Importance of Musical Identity in Commercial Advertising in the Kurdistan Region of Iraq

Section: Article
Issue
Vol. 2 No. 4 (2025): Volume 2 Issue 4
Pages
58-74

Keywords:

musical identity, commercial advertising, sonic logo, Kurdistan Region of Iraq

Abstract

This research explores the role of musical identity as a strategic tool in commercial advertising within the Kurdistan Region of Iraq. It is based on the hypothesis that music functions as an auditory signature that enhances the communicative message and strengthens the audience’s connection to the brand. The study analyzes 25 commercial advertisements produced between 2005 and 2025, focusing on the fusion of folkloric and electronic music, as well as orchestral approaches, to assess their impact on memorability and emotional resonance with viewers. The first section of the study investigates the oral and musical roots of advertising, tracing the historical evolution of music from oral rituals to radio jingles and its development into a strategic component of modern advertising. It highlights the role of melody, rhythm, and sonic mood in shaping public sentiment and building unconscious brand recall, emphasizing the effectiveness of repetitive, simple tunes and distinctive sonic logos. The second section addresses the artistic characteristics of musical identity, presenting global, Arab, and Kurdish examples. These include the integration of folkloric and electronic elements in the “Korek Telecom” commercial and the orchestral style in the “Sadaf” furniture advertisement, in addition to official sonic logos used by media and commercial institutions. The analysis demonstrates how localized musical identity helps convey values such as authenticity, modernity, and comfort. Methodologically, the study adopts a descriptive-analytical approach, analyzing selected advertising samples using tools such as Logic Pro, Sibelius, and MIDI keyboard. It also includes expert evaluations from three specialists in advertising music to assess the sonic signatures and their influence on brand identity and audience perception.

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Authors

Aryos Mohammed Said Ibrahim

Salahaddin University

Nasser Hashim Badan

Identifiers

DOI: 10.33899/frj.v2i4.61541

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The Importance of Musical Identity in Commercial Advertising in the Kurdistan Region of Iraq. (2025). Fnon Al-Rafidayn Journal, 2(4), 58-74. https://doi.org/10.33899/frj.v2i4.61541
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The Importance of Musical Identity in Commercial Advertising in the Kurdistan Region of Iraq. (2025). Fnon Al-Rafidayn Journal, 2(4), 58-74. https://doi.org/10.33899/frj.v2i4.61541