Or, the Dos and Don'ts of  Music for Advertising

Using music, especially sung jingles, has been the backbone of many a commercial for as long as commercials have had backbones. Music sets a mood, it sounds a fanfare and it fills in the gaps between words. In fact, music has been used more as pointing between the bricks of the script than it has been used in any other way. If you are going to use music in advertising, using it right is important. Music is an investment; just using it as some sort of glorified glue could be viewed as a bit of a waste.