Analyzing Music In Advertising

The study of music in commercials is well-suited for exploring the persuasive impact that music has beyond the ability to entertain, edify, and purify its audience. This book focuses on music in commercials from an interpretive text analytical perspective, answering hitherto neglected questions: What characterizes music in commercials compared to other commercial music and other music on TV? How does music in commercials relate to music ‘outside’ the universe of commercials? How and what can music in commercials signify? Author Nicolai Graakjær sets a new benchmark for the international scholarly study of music on television and its pervading influence on consumer choice.

The study of music in commercials is well-suited for exploring the persuasive impact that music has beyond the ability to entertain, edify, and purify its audience. This book focuses on music in commercials from an interpretive text analytical perspective, answering hitherto neglected questions: What characterizes music in commercials compared to other commercial music and other music on TV? How does music in commercials relate to music 'outside' the universe of commercials? How and what can music in commercials signify? Author Nicolai Graakjær sets a new benchmark for the international scholarly study of music on television and its pervading influence on consumer choice.

"The Oxford Handbook of Music and Advertising assembles an array of forty-two pathbreaking chapters on the production, texts, and reception of advertising through music. Uniquely interdisciplinary, the collection's tripartite structure leads the reader through these stages in the communication of the advertising message as presented by Chris Wharton (2015). The chapters on production study the factors, activities, and people behind the music for the marketing pitch, both past and present. Prominent throughlines in the section include factors influencing the selection of music (and musicians) for advertising, the role of music in corporate branding strategies, the creative forces behind the soundscape of advertising, and industry practices that undergird all aspects of music in commercial contexts. The section on Text focuses on analytic and historical approaches to ads in various media, and includes commentaries on musical genres in ads ranging from Western European art music to American popular genre. Also covered in this section is ad music as used in different ad genres, such as political ads, public service announcements, and television commercials. The analyses used in this section draws from traditional music theory, semiotics, and hermeneutic analysis. Finally, the last section addressing "Reception"-with contributions by researchers in psychology, marketing, and other fields-involves the formulation of models and theories, and implementation of research methods to examine how the presence of music may influence peoples' attitudes, emotions, thoughts, and behaviors in the context of advertisements and within service environments such as stores, restaurants, and banks. The editors and chapter contributors of this book bring a diversity of perspectives to the topic but share a united aim: to illuminate music's vital contribution to the advertising message"--

Academic Paper from the year 2022 in the subject Business economics - Offline Marketing and Online Marketing, grade: 800, , language: English, abstract: In this report, the campaign strategies to persuade, remind, and inform will be analyzed including social media marketing, out-of-home, and digital platforms. In the modern world, the internet has become a powerful marketing platform with a majority of the population having access to smartphones or computers. Therefore, much of the advertising from Spotify targeted online consumers. Furthermore, the company used TV ads across several markets. The effectiveness of the campaign will be reviewed with recommendations provided on where the company could have performed better. Advertising plays three important roles namely to persuade, remind, and inform. In this critique, the Spotify ‘Only You’ campaign will be analyzed to determine whether it was effective in achieving the set targets. Informative advertising usually aims at creating awareness about a product or service. It can be a significant platform to announce the introduction of a new product from an organization and educate the market about new features and the benefits of using the new product features. Spotify being a music and podcast streaming platform, there was a need to personalize the music listening experience of the millions of users on the platform. The ‘Only You’ campaign was aimed at creating awareness of the personalized user experience, largely depending on the data collected from the user. The ad campaign was released in 2021, targeting music lovers across the globe. It was meant to introduce the new app features which create a unique in-app experience. The company needed to communicate to its subscribers and potential market that, it was not only what they listened to that mattered but also, how they listened to music that was important.

For over two decades, Television has served as the foremost guide to television studies, offering readers an in-depth understanding of how television programs and commercials are made and how they function as producers of meaning. Author Jeremy G. Butler shows the ways in which camera style, lighting, set design, editing, and sound combine to produce meanings that viewers take away from their television experience. Highlights of the fifth edition include: An entirely new chapter by Amanda D. Lotz on television in the contemporary digital media environment. Discussions integrated throughout on the latest developments in screen culture during the on-demand era—including the impact of binge-watching and the proliferation of screens (smartphones, tablets, computer monitors, etc.). Updates on the effects of new digital technologies on TV style.

The SAGE Encyclopedia of Music and Culture presents key concepts in the study of music in its cultural context and provides an introduction to the discipline of ethnomusicology, its methods, concerns, and its contributions to knowledge and understanding of the world's musical cultures, styles, and practices. The diverse voices of contributors to this encyclopedia confirm ethnomusicology's fundamental ethos of inclusion and respect for diversity. Combined, the multiplicity of topics and approaches are presented in an easy-to-search A-Z format and offer a fresh perspective on the field and the subject of music in culture. Key features include: Approximately 730 signed articles, authored by prominent scholars, are arranged A-to-Z and published in a choice of print or electronic editions Pedagogical elements include Further Readings and Cross References to conclude each article and a Reader’s Guide in the front matter organizing entries by broad topical or thematic areas Back matter includes an annotated Resource Guide to further research (journals, books, and associations), an appendix listing notable archives, libraries, and museums, and a detailed Index The Index, Reader’s Guide themes, and Cross References combine for thorough search-and-browse capabilities in the electronic edition

This book offers the first methodological synthesis of digital food studies. It brings together contributions from leading scholars in food and media studies and explores research methods from textual analysis to digital ethnography and action research. In recent times, digital media has transformed our relationship with food which has become one of the central topics in digital and social media. This spatiotemporal shift in food cultures has led us to reimagine how we engage in different practices related to food as consumers. The book examines the opportunities and challenges that the new digital era of food studies presents and what methodologies are employed to study the changed dynamics in this field. These methodologies provide insights into how restaurant reviews, celebrity webpages, the blogosphere and YouTube are explored, as well as how to analyse digital archives, digital soundscapes and digital food activism and a series of approaches to digital ethnography in food studies. The book presents straightforward ideas and suggestions for how to get started on one’s own research in the field through well-structured chapters that include several pedagogical features. Written in an accessible style, the book will serve as a vital point of reference for both experienced researchers and beginners in the digital food studies field, health studies, leisure studies, anthropology, sociology, food sciences, and media and communication studies.

The use of popular music in advertising represents one of the most pervasive mergers of cultural and commercial objectives in the modern age. Steady public response to popular music in television commercials, ranging from the celebratory to the outraged, highlights both unresolved tensions around such partnerships and the need to unpack the complex issues behind everyday media practice. Through an analysis of press coverage and interviews with musicians, music supervisors, advertising creatives, and licensing managers, As Heard on TV considers the industrial changes that have provided a foundation for the increased use of popular music in advertising, and explores the critical issues and debates surrounding media alliances that blur cultural ambitions with commercial goals. The practice of licensing popular music for advertising revisits and continues a number of themes in cultural and media studies, among them the connection between authorship and ownership in popular music, the legitimization of advertising as art, industrial transformations in radio and music, the role of music in branding, and the restructuring of meaning that results from commercial exploitation of popular music. As Heard on TV addresses these topics by exploring cases involving artists from the Beatles to the Shins and various dominant corporations of the last half-century. As one example within a wider debate about the role of commerce in the production of culture, the use of popular music in advertising provides an entry point through which a range of practices can be understood and interrogated. This book attends to the relationship between popular culture and corporate power in its complicated variation: at times mutually beneficial and playfully suspicious of constructed boundaries, and at others conceived in strain and symbolic of the triumph of hypercommercialism.