Through creating ambiance, you establish an atmosphere and mood that will be transferred to your audience. Music is the most common instrument used to do this. It is particularly useful in conveying emotion and tension. Horror films are the genre where this technique is commonplace. There is often a gradual build within the music, creating and enhancing the suspense. Visual clips with similar intentions often accompany this, and the two together develop an uneasy feeling within the audience. If the ambiance is not correct or established clearly, the audience can be left confused or emotionless.
Happy (HD) from HappyChow on Vimeo.
The above video features music that is very upbeat. This is a clear indicator that the audience are meant to feel happy and cheerful whilst watching the video. It also enhances the imagery - even the more mundane shots become exciting and make the audience smile.
