Music is quite complex stimulus, which is constructed by various factors, such as pitch, melody, rhythm. Like language, music has its grammar and syntax and is processed cognitively as well as emotionally. In many cases, commercial airs different types of music (i.e., background music (BGM) and sound logo) respectively, which in turn audiences perceive the different level of congruency of music. Because commercials’ BGMis changeable with each version of commercials, the level of musical congruency between BGM and sound logo can be varied with each version. This research investigated the effect of musical congruency on memory of advertised messages (e.g., body copy messages, brand). An experiment is conducted and musical congruency (high vs. moderate vs. low) is manipulated by modifying relationships between the emotions aroused by BGM and sound logo. Results showed different memory patterns of advertised messages in terms of the level of emotional congruency. In detail, memory of body copy messages presented with BGM revealed a linearly increasing pattern, while memory of brand presented with sound logo revealed an inverted U-shaped pattern. Sound logo was more recognized when it was more incongruent with BGM emotionally. Based on the findings, academic and managerial implications are discussed.