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Populärmusik i TV-reklam: En kvalitativ undersökning av musiken som betydelsebärande teckensystem
Dalarna University, School of Languages and Media Studies, Sound and Music Production.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
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.

Place, publisher, year, edition, pages
Falun, 2010. , 44 p.
Keyword [sv]
audio-visual, semiotics, popular music, systems of signs, advertising, marketing, brand identity, masking, Sony, Bravia, González, José, musical language, meaning
Identifiers
URN: urn:nbn:se:du-5359OAI: oai:dalea.du.se:5359DiVA: diva2:519019
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-02-19 Created: 2011-02-19 Last updated: 2012-04-24Bibliographically approved

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File name FULLTEXT01.pdfFile size 3175 kBChecksum SHA-512
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf