The Oxford Handbook of Music and Advertising
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A termék adatai:
- Kiadó OUP USA
- Megjelenés dátuma 2021. április 12.
- ISBN 9780190691240
- Kötéstípus Keménykötés
- Terjedelem960 oldal
- Méret 175x249x63 mm
- Súly 1701 g
- Nyelv angol
- Illusztrációk 64 illustrations; 21 tables 78
Kategóriák
Rövid leírás:
This Handbook explains how music contributes to the advertising that the public encounters on a daily basis. Chapters examine how the soundtracks of promotional messages originate, how we might interpret the meanings behind the music, and how commercial messages influence us through music.
TöbbHosszú leírás:
The Oxford Handbook of Music and Advertising is an essential guide to the crucial role that music plays in relation to the audio or audiovisual advertising message, from the perspectives of its creation, interpretation, and reception. The book's unique three-part organization reflects this life cycle of an advertisement, from industry inception to mass-mediated text to consumer behaviour. Experts well versed in the practice, analysis, and empirical studies of the commercial message have contributed to the collection's forty-two chapters, which collectively represent the most ambitious and comprehensive attempt to date to address the important intersections of music and advertising.
Handbook chapters are self-contained yet share borders with other contributions within a given section and across the major sections of the book, so readers can either study one topic of particular interest or read through to gain an understanding of the broader issues at stake. Within the book's Introduction, each editor has provided an overview of the unifying themes for the section for which they were responsible, with brief summaries of individual contributions at the beginnings of the sections. The lists of recommended readings at the end of chapters are intended to assist readers in finding further literature about the topic. An overview of industry practices by a music insider is provided in the Appendix, giving context for the three parts of the book.
Tartalomjegyzék:
Preface
About the Contributors
Introduction: Music and advertising: Production, text, and reception
James Deaville, Siu-Lan Tan, and Ron Rodman
PART I. PRODUCTION
Edited by: James Deaville
Production: Music and the creation of the advertising text
James Deaville
Music and Advertising Before 1900
1 Advertising the English glee to women, 1750-1800
Bethany Blake
2. Advertising Millie-Christine, or the making of the Two-Headed Nightingale
Remi Chiu and Dana Gorzelany-Mostak
Selection and Marketing of Music
3. Fitting tunes: Selecting music for television commercials
Peter Kupfer
4. Blank music: Marketing virtual instruments
James Buhler
5. Contextual marketing: Analyzing networks of musical context in the Digital Age
Willem Strank
Music for Advertising and Labor
6. Organized labor and commercial advertising: Music unions and J. Walter Thompson
Jessica Getman
7. Jazz works: Music, advertising, and labor in Toronto, 1955-1980
Mark Laver
Branding through Music
8. Designing identities: Sound and music in automotive and appliance branding
Kenneth McLeod
9. Music supervision and branding in an era of "convergent advertising"
Tim J. Anderson
Advertising Corporate Style through Music
10. The conquest of Kool: Jazz, tobacco, and the rise of market segmentation
Dale Chapman
11. Loathsome Deutschtum? Wagner and advertising as propaganda in American industrial films of the 1930s and 1940s
Julie Hubbert
12. About a b(r)and: Geffen Records, Universal, and the (posthumous) packaging of Nirvana
Laurel Westrup
Advertising Audiovisual Entertainment
13. Music and the formal structures of contemporary action film trailers
Catrin Watts
14. Creating big-screen audiences through small-screen appeals: Film marketing on television through music and sound
James Deaville
15. "Have You Played Atari Today?" Music and audience in an early video game advertising campaign
William Gibbons
Selling on Radio
16. "All those homes beyond the microphone": Advertising, domesticity, and early country music variety programs in the 1930s
David VanderHamm
17. Music and institutional advertising: Consolidated Edison and Echoes of New York
Rika Asai
PART II. TEXT
Edited by: Ron Rodman
Text: Analytic and historical perspectives on music and advertising
Ron Rodman
Approaches to Analyzing Music and Advertising
18. Taking the gift out and putting it back in: From cultural goods to commodities.
Timothy D. Taylor
19. Sounds of Coca-Cola-On "cola-nization" of sound and music
Nicolai Jørgensgaard Graakjær
20. The persistence of memory: Structural functions of music in commercial jingles
Ron Rodman
Musical Genres and Advertising
21. Popular music, advertising, and "selling out"
Bethany Klein
22. "Search and destroy": Punk in advertising and selling a subculture
Jay Beck
23. Selling "David Bowie": Commercial appearances and the developing Bowie star image
Katherine Reed
24. Medievalism goes commercial: The epic as register in contemporary media
David Clem
25. "Pushin' it": Sounding difference through humor in Geico's 2014 Salt-N-Pepa spot
Joanna Love
Music and Advertising Genres
26. "Once you hear this, act fast": Music in Civil Defense television advertisements, 1950-1970
Reba Wissner
27. "Everything is not awesome": Playful adaptation and the aurality of ecoconscious media
in Greenpeace's "Save the Arctic" campaign
Kate Galloway
28. Exploiting the frontier: Advertising and the Western soundtrack
Mariana Whitmer
Music and Political Ads
29. Music and sound design as propaganda in Hell-Bent for Election
Lisa Scoggin
30. As heard on: The changing musical language of Presidential campaign ads
Justin Patch
31. From the subliminal to the ridiculing: How U.S. campaign ads use music to evoke four basic and two compound emotions
Paul Christiansen
PART III. RECEPTION
Edited by: Siu-Lan Tan
Reception: Empirical approaches to the study of music and advertising
Siu-Lan Tan
Frameworks: Models, Mechanisms, and Methods
32 Toward a utilitarian theory of consumer response to advertising music
Lincoln G. Craton
33 Hearing, remembering, and branding: Setting strategic directions for sonic branding research
Vijaykumar Krishnan and James J. Kellaris
34 Methods for testing the emotional effects of music in advertising and brand communication
Daniel Müllensiefen
Cognitive and Affective Responses to Music and Advertising
35 Commercial sound: A review of the effects of popular music in radio and television advertising
David Allan
36 Music with the message in mind: Cognitive responses to background music in advertising
Cynthia Fraser
37 Musical congruity in advertising: Established and emerging research themes
Steve Oakes and Morteza Abolhasani
38 Audiovisual advertising: Effects of music on psychological transportation and narrative persuasion
Madelijn Strick
39 Music as advertisement: Capturing and sustaining attention in the attention economy era
Hubert Léveillé Gauvin
Music and Sound in (Multi)Sensory Marketing
40 Sensory marketing in advertising and service environments
Bertil Hultén
41 Sound in the context of (multi)sensory marketing
Klemens Knoeferle and Charles Spence
APPENDIX
The ad creation process: From production to reception
Lawrence Harte
Subject/Author Index
