Sound Design and Sonic Branding in Nigerian Advertising: The Role of Music in Consumer Behaviour

This study examines the role of music and sound design in Nigerian advertising, investigating how sonic branding strategies influence consumer behaviour, brand recall, and emotional association among Nigerian audiences. Sound design and music selection in advertising are powerful tools for shaping consumer perceptions; however, the application of sonic branding principles in the Nigerian advertising market has received limited academic scrutiny. This research analyses the music and sound design elements of 60 television and radio advertisements from leading Nigerian consumer goods, telecommunications, and financial services brands, applying a structured sonic audit framework examining genre selection, tempo, timbre, cultural signifiers, and synchronisation with visual messaging. A consumer perception study is conducted with 200 participants across Lagos, Kano, and Enugu, measuring brand recall, emotional response, and purchase intention in response to manipulated audio-visual ad stimuli. The study draws on music psychology, advertising theory, consumer behaviour research, and sonic branding literature from both global and African contexts. Findings will map current sonic branding practices in Nigerian advertising and establish evidence-based relationships between musical choices and consumer outcomes. Recommendations will provide advertising practitioners, brand managers, and music supervisors with actionable sonic strategy guidance for the Nigerian market. Keywords: Sonic branding, advertising music, consumer behaviour, Nigerian market, sound design.