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Populärmusik i TV-reklam: En kvalitativ undersökning av musiken som betydelsebärande teckensystem
Högskolan Dalarna, Akademin Språk och medier, Ljud- och musikproduktion.
2010 (svensk)Independent thesis Basic level (degree of Bachelor)Oppgave
Abstract [sv]

This paper examines a popular music song (Heartbeats by Jose Gonzalez) as a sign system in television advertising. The study was conducted through qualitative questionnaires in connection to an audio-visual method of analysis called Masking. The method facilitates the analysis of isolated parts in the audio-visual spectrum by masking/hiding parts of the audio-visual totality. The survey had seven respondents where a hermeneutic epistemological approach was used. For the analysis Cooper's theory of brand identity (Practical and Symbolic Attitudes to Buying Brands) was used together with an interaction model for music in audio-visual advertising called "Modes of music-image interaction”. The results showed that the music was associated with values as genuine, honest, responsibility, purity, independence and innovation. The music's symbolic values helped to position the brand in a lifestyle context. The music also helped to express the target group’s identity and attitudes by being innovative and independent. It also enhanced the perception of the visual colour rendition in the film. In general the television advertisement perceived more positive and entertaining when the music was present. In other words the music's social and cultural position contributed to raise the film's credibility. A deeper social and cultural value was created in the movie through resonance between symbolic values of the music and symbolic values of the film.

sted, utgiver, år, opplag, sider
Falun, 2010. , s. 44
Emneord [sv]
audio-visual, semiotics, popular music, systems of signs, advertising, marketing, brand identity, masking, Sony, Bravia, González, José, musical language, meaning
Identifikatorer
URN: urn:nbn:se:du-5359OAI: oai:dalea.du.se:5359DiVA, id: diva2:519019
Uppsök
Social and Behavioural Science, Law
Veileder
Tilgjengelig fra: 2011-02-19 Laget: 2011-02-19 Sist oppdatert: 2012-04-24bibliografisk kontrollert

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