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The Oxford Handbook of Music and Advertising最新文献

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“All Those Homes Beyond the Microphone” “麦克风后面的那些家”
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.43
D. Vanderhamm
{"title":"“All Those Homes Beyond the Microphone”","authors":"D. Vanderhamm","doi":"10.1093/oxfordhb/9780190691240.013.43","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.43","url":null,"abstract":"Radio programs called barn dances employed music and friendly address to insert advertising into rural forms of sociality. Rather than merely trying to cultivate goodwill or engage in hard-sell tactics, these variety programs sought to cultivate a mediated friendship that made advertisements helpful suggestions rather than rude interruptions. Barn dance radio was so intertwined with broadcast advertising that early country music during the 1930s can be understood as a subset of the advertising industry rather than the music industry. Although they could not personalize each message, the friendly environment created through music, advertising copy, and on-air patter encouraged listeners to imagine broadcasters as “radio friends,” and thus personalize broadcast messages to themselves.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115640378","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Conquest of Kool 征服库尔
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.9
D. Chapman
{"title":"The Conquest of Kool","authors":"D. Chapman","doi":"10.1093/oxfordhb/9780190691240.013.9","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.9","url":null,"abstract":"This chapter takes up a case study that provides a window onto the shifting cultural significance of jazz during the 1980s, a decade that saw both the emergence of neoclassical jazz in the music industry and the consolidation of new strategies of market segmentation in the advertising industry. The present project examines internal corporate correspondence at the Brown and Williamson tobacco firm to trace the evolving understanding of jazz in the company’s formulation of its “Kool Music” campaign for its Kool brand of menthol cigarettes in the early 1980s. Brown and Williamson’s correspondence during this period foregrounds not only the reasoning behind its embrace of jazz as a symbolic property from the outset of the campaign but also why it would eventually come to abandon it. Brown and Williamson’s “Kool Music” campaign highlights the very different uses to which jazz was put in an earlier moment of targeted marketing. Brown and Williamson struggled to identify the music’s affective resonances, its appeal to specific race and class demographics, and its potential usage as a marketing tool. In this context, the internal debates surrounding jazz at Brown and Williamson help to make sense of the music’s later enlistment as a signifier of upscale consumerism.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122186896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
“Once You Hear This, Act Fast” “一旦你听到这个，马上行动”
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.35
Reba A. Wissner
{"title":"“Once You Hear This, Act Fast”","authors":"Reba A. Wissner","doi":"10.1093/oxfordhb/9780190691240.013.35","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.35","url":null,"abstract":"During the 1950s and 1960s, the Federal Civil Defense Administration (FCDA), in cooperation with the Ad Council, featured television commercials that served as public service announcements and fifteen-minute television civil defense advertisements that educated the public about civil defense protocols. Part of its mission was to educate the public in the event of the detonation of a nuclear bomb. This chapter surveys the styles of music used in the televised civil defense advertisements from the early Cold War. The music is distinctly different from what was normally heard on television at the time, often featuring distinct moments of atonality or musical stylings of “us versus them,” that is, American political songs alternating with distinctly Soviet-style music to convey the origin of the threat without directly naming it. These musical oppositions were employed to persuade people to pay attention to the important message onscreen, underscore the potential destruction of the bomb, and relay the importance of civil defense.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130781541","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Medievalism Goes Commercial 中世纪走向商业化
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.22
David Clem
{"title":"Medievalism Goes Commercial","authors":"David Clem","doi":"10.1093/oxfordhb/9780190691240.013.22","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.22","url":null,"abstract":"Many of the extant analytical models for music in advertising used in academia build off of the work of David Huron and Nicholas Cook. Their work, along with many other studies, have laid a solid framework for examining music in a single advertisement. This chapter explores the usefulness of register theory as a methodology for meta-analysis, exploring conceptual relationships between multiple advertisements using the same music. To that end, the chapter postulates the register of “epic” as a conceptual space to draw connections between recent uses of “O Fortuna” from Carl Orff’s Carmina Burana and “Sunrise” from Richard Strauss’s Also Sprach Zarathustra in contemporary multimedia. Building on the application of cognitive pragmatics to music laid out in works by Lawrence Zbikowski and register theory of Michael Long, the chapter offers analyses of advertisements for a variety of companies, including Hershey’s, Domino’s, and Walgreens, among others. In each case the chapter explores how these various advertisements use existing music to tap into cultural myths of romanticized pasts and idealized futures, related to each other through the idea of epic, and in the process aims to show how register theory can offer a meta-conceptual space for analyzing multimedia objects that are inherently intertextual.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"145 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133765964","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Music Supervision and Branding in an Era of “Convergent Advertising” “融合广告”时代的音乐监管与品牌塑造
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.40
T. J. Anderson
{"title":"Music Supervision and Branding in an Era of “Convergent Advertising”","authors":"T. J. Anderson","doi":"10.1093/oxfordhb/9780190691240.013.40","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.40","url":null,"abstract":"At the end of the 20th century and the beginning of the 21st century, the popular music ecosystem moved from a system devoted to the sale of objects to one centered on data. As such, musicians began to seek new sources of income to replace the sale of recordings and moved toward licensing and brand management. At the same time, as platforms of video distribution began to proliferate and the demand for content generated an abundance of media franchises, the need to stand out required new aesthetic investments to establish immediate brand recognition. These two new media developments generated a convergence of opportunities for strategic music supervision and placement in television and film projects. This chapter draws primarily from trade literature to illustrate how actors in music, film, and television began to recognize and develop coordinating mutually beneficial practices where every party potentially benefits through the elevation of their brand profiles.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"89 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114563252","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Loathsome Deutschtum?
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.45
Julie Hubbert
{"title":"Loathsome Deutschtum?","authors":"Julie Hubbert","doi":"10.1093/oxfordhb/9780190691240.013.45","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.45","url":null,"abstract":"Much has been said about the Nazi appropriation of Wagner’s music in the 1930s and 1940s. As early as 1933, Hitler transformed the Bayreuth Festival into a celebration of National Socialist ideology and propagated miniature Wagner festivals to celebrate his own birthday. Wagner’s music also resounded throughout the culture and media at large. What has been less understood and examined, however, is how this same music was also used in nonnarrative films, newsreels, government documentaries, and industrial and advertising films of the period. Here the appropriation of Wagner is more complex and problematic. Master Hands (1936), the critically acclaimed, feature-length industrial film sponsored by the American car company Chevrolet, is an excellent example. As several film scholars have observed, the film is an artistic advertisement for the American automobile industry that borrows heavily from Riefenstahl’s Triumph of the Will. But the film’s score, a compilation full of Wagner excerpts, arranged by composer Samuel Benavie and performed by the Detroit Symphony Orchestra, about which almost nothing has been said, is equally propagandistic. By examining the music for this industrial advertisement for Chevrolet, this chapter not only re-examines the reception of Wagner in the United States between the World War I and World War II but also examines the integral role his music played in the creation of American films of persuasion. It explores the use U.S. industrial filmmakers made of Wagner’s music as an audible signifier not for German fascism but to advertise for American democracy, industry, and capitalism.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129871499","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Hearing, Remembering, and Branding 听力、记忆和烙印
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.26
V. Krishnan, James J. Kellaris
{"title":"Hearing, Remembering, and Branding","authors":"V. Krishnan, James J. Kellaris","doi":"10.1093/oxfordhb/9780190691240.013.26","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.26","url":null,"abstract":"Sound plays an important role in creating brands. It can identify a brand, distinguish it from competing brands, support a brand image, and convey brand attributes nonverbally. However, unlike other nonverbal elements of branding (e.g., visual logos), despite its frequent use in practice, sound is relatively underrepresented in the research literature on the topic of branding. This chapter seeks to address this gap by explicating the concept of “sonic branding,” proposing a conceptual framework, and suggesting an agenda for future research on sonic branding with emphasis on sonic logos (which the chapter will refer to as “sogos”).","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"130 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120873904","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Designing Identities 设计的身份
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.5040/9781350063822.pt-001
Ken Mcleod
{"title":"Designing Identities","authors":"Ken Mcleod","doi":"10.5040/9781350063822.pt-001","DOIUrl":"https://doi.org/10.5040/9781350063822.pt-001","url":null,"abstract":"This chapter examines the ways in which the automotive and appliance industries approach concepts of sound branding to delineate both product and consumer identities. The chapter elucidates how sonic aspects of the car-driver experiences—whether it is the sound of doors closing, distinctive engine sounds, or the variety of interior warning indicators and chimes—are carefully designed to appeal to and identify with various target markets. The growing complexity of built-in or “intentional” sound sources and of the sonic experience of operating cars and appliances also calls into question the relationship between machines and people. Marketers and sound designers attempt to inculcate the “emotional values” they want consumers to associate with a product. As such, people inhabit a world of commodities that are increasingly marketed to them as anthropomorphic, sentient entities that give the appearance of sharing their values and enabling their lifestyle choices.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"197 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115498384","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Taking the Gift Out and Putting It Back In 把礼物拿出来再放回去
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.16
T. Taylor
{"title":"Taking the Gift Out and Putting It Back In","authors":"T. Taylor","doi":"10.1093/oxfordhb/9780190691240.013.16","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.16","url":null,"abstract":"This chapter considers how musicians and others create or increase the economic value of cultural commodities. There are two means discussed here: the first is supply chain capitalism as theorized by Anna Tsing, in which value is created at various nodes of a supply chain through processes of translation and purification that appear to strip away the noncapitalist social relations and noneconomic forms of value that went into the production of a particular cultural good. Processes of consecration and/or promotion (broadly understood as advertising, marketing, and branding) form the other main way that economic value of cultural commodities can be created, reanimating them with values that masquerade as noneconomic forms of value. In essence, this chapter argues that, through supply chain capitalism and processes of translation, capitalism appears to take the gift out of the commodity by alienating labor and masking social relations, but through advertising, marketing, and branding inserts representations of unalienated labor and social relations to make the commodity seem like a gift again.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130388922","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Creating Big-Screen Audiences Through Small-Screen Appeals 通过小屏幕吸引大屏幕观众
The Oxford Handbook of Music and Advertising Pub Date : 2021-02-10 DOI: 10.1093/oxfordhb/9780190691240.013.50
J. Deaville
{"title":"Creating Big-Screen Audiences Through Small-Screen Appeals","authors":"J. Deaville","doi":"10.1093/oxfordhb/9780190691240.013.50","DOIUrl":"https://doi.org/10.1093/oxfordhb/9780190691240.013.50","url":null,"abstract":"Film trailers have begun to garner scholarly interest among film and music specialists, whereas spots or trailers produced for cinematic campaigns on television remain unexamined. This chapter attempts to redress the gap by studying the history, functions, and aesthetics of film advertising on television, primarily from the perspective of their soundtracks. The study documents how film studios only gradually accepted the medium of television for promoting their products, initially experimenting with a variety of formats and distribution models into the 1960s. Analysis of recent television trailer texts and practices reveals their reliance upon music as a narrative and gestural force, which increases as the release day draws closer and the short forms become shorter: music’s concision dictates its leading role in creating the urgency of last-minute appeals. Closer examination of one television marketing campaign in particular, for The Dark Knight Rises (2012), illustrates how music functions within typical small-screen advertising promotion.","PeriodicalId":396943,"journal":{"name":"The Oxford Handbook of Music and Advertising","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116509841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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