‘When orff meets guinness’: music in advertising as a form of cultural hybrid

Tota, Anna Lisa

doi:10.1016/s0304-422x(01)00030-4

Cited by 17 publications

(3 citation statements)

References 11 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Following a commonly held distinction (e.g., Tota, 2001), most musical brands are original, i.e., originating from the commercial in the sense that it has been produced for the commercial setting with no prior distribution (the above commercial for Fakta presents an example). A possible reason for this tendency is the fact that pre-existing music, i.e., music not produced for the commercial and with prior distribution and hence a pre-'existence', is hard to control.…”

Section: Musicmentioning

confidence: 99%

Sounding out the logo shot

Graakjær¹

2013

SoundEffects

View full text Add to dashboard Cite

This article focuses on how sound in combination with visuals (i.e. ‘branding by’) may possibly affect the signifying potentials (i.e. ‘branding effect’) of products and corporate brands (i.e. ‘branding of’) during logo shots in television commercials (i.e. ‘branding through’). This particular focus adds both to the understanding of sound in television commercials and to the understanding of sound brands.The article firstly presents a typology of sounds. Secondly, this typology is applied to an analysis of a case to illustrate how a textual analysis of sound and its audiovisual setting can offer relevant and necessary insights into processes of signification during a logo shot. Thirdly, the case is compared with 251 other cases from a larger sample of commercials. The analysis of the sample indicates the prevalence of sound brands and moreover it allows for further developing and nuancing of the presented sound typology.

show abstract

Section: Musicmentioning

confidence: 99%

Sounding out the logo shot

Graakjær¹

2013

SoundEffects

View full text Add to dashboard Cite

show abstract

“…Nicolai Jørgensgaard Graakjaer Article: Tv-reklamens musik i et tekstanalytisk perspektiv De anførte eksempler illustrerer, hvorledes de specifikke musikstykkers tidligere udbredelse har betydning for musikkens betydningspotentiale i tv-reklamer. I forhold til optraeden i tvreklamer kan musikkens udbredelse forenklet beskrives som et 'karriereforløb' i forhold til tre tidsfaser (inspireret af Tota, 2001), nemlig: t1: musikken før sin optraeden i tv-reklamen, t2: musikken optraedende i tv-reklamen og t3: musikken efter sin optraeden i tv-reklamen. Markedskommunikativt er pointen selvfølgelig, som netop eksemplificeret, at drage kommunikativ nytte af betydningspotentialer af t1 og måske samtidig opnå, at t3 bliver associeret med varen og/eller producenten (via t2).…”

Section: Praeeksisterende Musikunclassified

“…Hvis vi kort kigger på den hidtidige forsknings interesse i forhold til disse kategorier, så er det slående, at isaer den kendte praeeksisterende opusmusik (og i mindre grad den 'posteksisterende musik', repraesenterende henholdsvis kategori 4 og 6 på figur 2) har vaeret genstand for case-analytisk opmaerksomhed (se fx Raunsbjerg, 1993;Taylor, 2000;Tota, 2001;Graakjaer, 2006;Graakjaer, 2009b, Pekkilä, 2009. Og det er isaer den ukendte tilkomponerede musik og den kendte praeeksisterende musik (kategori 1 og 4 på figur 2), der har fået indignerede analytikere til at revse brugen af musik i tv-reklamer (jaevnfør omtalen af henholdsvis ' dårlig musik' og 'musikprostitution' i indledningen).…”

Section: Tilkomponeret Musikunclassified

Tv-reklamens musik i et tekstanalytisk perspektiv [The music of television commercials from a text analytical perspective]

Graakjær

2010

MedieKultur

View full text Add to dashboard Cite

This article examines music in television commercials from a text analytical perspective. An analytical framework is presented involving three interrelated analytic levels: the text, the co-text and the con-text. The level of con-text is presented as a transtextual matter of the relationship between the music appearing in the television commercial and music from outside the commercial. The level of co-text is presented as an analytical issue regarding the relationship between the different textual elements of the television commercial – a primary level of audiovisual signification is identified. The level of text is presented as a matter of the specific structure of music in television commercials and a number of formats are described. Arguably these three interrelated analytical levels are pivotal for the textual analysis of music in television commercials. Each level is discussed and further developed into a number of analytical categories, and throughout, the analytical levels and categories are illustrated with references to recent television commercials broadcast in Denmark.

show abstract

Music into action: performing gender on the Viennese concert stage, 1790–1810

DeNora

2002

Poetics

View full text Add to dashboard Cite

‘When orff meets guinness’: music in advertising as a form of cultural hybrid

Cited by 17 publications

References 11 publications

Sounding out the logo shot

Sounding out the logo shot

Tv-reklamens musik i et tekstanalytisk perspektiv [The music of television commercials from a text analytical perspective]

Music into action: performing gender on the Viennese concert stage, 1790–1810

Contact Info

Product

Resources

About