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“If you’ve got nothing to say – sing it!”: On the interplay of music, voice and lyrics in the advertising jingle
Högskolan Dalarna, Akademin Humaniora och medier, Ljud- och musikproduktion.ORCID-id: 0000-0002-7097-3380
2014 (engelsk)Inngår i: CADAAD 5: Abstract Book / [ed] Alexandra Fodor, Tamás Eitler, Judit Pethő-Szirmai, Kata Vadai, Beatrix Molnár, Budapest: Eötvös Loránd University , 2014Konferansepaper, Oral presentation with published abstract (Fagfellevurdert)
Abstract [en]

Since the early days of radio, music has been used to sell goods and establish brand identities (Taylor, 2012). From this, the practice of the advertising jingle has developed. Van Leeuwen (2005:106) states that “discourses consist of a version of social practice plus ideas about it and attitudes to it”. This presentation discusses and exemplifies how ideas and attitudes are expressed by combining music, voice and language in the advertising jingle. In examining discursive aspects of the jingle, different (or additional) factors must be taken into consideration compared with just looking at the spoken word. In combing words and music, each mode individually bears meaning but meaning also emerges from the interweaving of the modes involved (Wingstedt 2008, 2010).

On a structural level, music will contribute means for time-based constructions different from what is usually found in ‘speech alone’. First, it makes possible repetition of chosen expressions such as product name, slogans or connotative keywords. Furthermore, musical meter, period, rhythm and phrasing provide frameworks for selected language components to achieve salience. An important feature for building brand identity is also how music can be made highly recognizable, often by means of melody.

Interpersonally, pitch level or direction regulates aspects of engagement, attitude and energy, and connect directly to verbal content, making music perform what van Leeuwen (2005) calls “sound acts”. Metrical regularities or irregularities creates or breaks expectations, which involves and activates the listener. Advantage is also taken of music’s strong ability to express emotions and moods.

Instrumentation, how music “dress up” (or down), and also musical genres, come with cultural or subcultural associations to attitudes, values and ideologies. Central to the sound of the jingle is the projection of the human voice, which carries both verbal, musical and other sound-specific qualities, as described by van Leeuwen (1999) and Machin (2010). All this, together with musical expression styles and production techniques, are used as means for establishing the “image” of a brand, based on how music can convey discourses on social status or authenticity. In the presentation, recordings are analysed and compared to illustrate how social practices, ideas and attitudes come together in music, voice and language.

sted, utgiver, år, opplag, sider
Budapest: Eötvös Loránd University , 2014.
Emneord [en]
Multimodal discourse analysis, music, voice, lyrics, social semiotics, advertising
HSV kategori
Forskningsprogram
Kultur, identitet och gestaltning
Identifikatorer
URN: urn:nbn:se:du-16342OAI: oai:DiVA.org:du-16342DiVA, id: diva2:762982
Konferanse
CADAAD 5, Critical Approaches to Discourse Analysis Across Disciplines. ELTE University, Budapest, 1-3 September 2014
Tilgjengelig fra: 2014-11-13 Laget: 2014-11-13 Sist oppdatert: 2015-08-17bibliografisk kontrollert

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http://cadaad2014.elte.hu/dokumentumok/Abstract%20Book%201%20September.pdf

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