This study examined the relationship of consumers’ cognition to the musical scale variation in advertising. The effect of advertising may be increased if variation of musical scale improve consumers’ cognition. In this purpose, this study proceeded to the experiment using advertisements. Specially this study was collected the EEG data of participants’ brain waves to observe the changes in consumers’ cognitive function. The results showed that the variation of musical scale influenced the participants’ brain waves. Although most of EEG was detected in the α wave area, β wav and θ wave were also founded depending on the variation of musical scale. Accordingly, this study suggest that the EEG activities need to be considered when using music in advertising.