Film music in advertising: An intertextual approach

Palencia-Lefler, Manuel

doi:10.1080/13527266.2018.1514318

Cited by 5 publications

(5 citation statements)

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“…En definitiva, ambos conceptos -congruencia y pertinencia-coinciden en otorgar la eficacia del mensaje al juicio y criterio de la audiencia. Tiene un claro interés para la presente investigación el concepto de «incongruencia» entre música e imagen, examinado por varios autores (cook, 2004;Palencia-Lefler, 2018). bullerjahn y Güldenring (1994), que discuten la «incongruencia» como una relación básica de la música con la película en la que la música contradice ciertos aspectos del contenido de la película, proporcionan uno de los estudios más destacados sobre la materia.…”

Section: La Disrupción Audiovisual Como Estrategia Comunicativaunclassified

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Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas.

Palencia-Lefler

2022

ZER- Rev. estud. comun.

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La publicidad disruptiva busca un nuevo paradigma para sorprender, basado en parámetros audiovisuales no convencionales, utilizando metáforas sonoras que tratan de aportar originalidad y acercar el mensaje al target del producto. Este estudio exploratorio cuestiona los límites y la efectividad de disrumpir, preguntando directamente a distintos públicos en tres experimentos conjuntos. Los resultados sorprenden ya que el espíritu transgresor que se le supone al individuo contemporáneo no está tan evolucionado como el que se respira en festivales y certámenes audiovisuales. En cualquier caso, esta investigación busca contribuir a una mejor comprensión de la disrupción audiovisual publicitaria, organizando un extenso y vasto corpus de antecedentes teóricos sobre el tema y probando empíricamente una hipótesis al respecto.

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Section: La Disrupción Audiovisual Como Estrategia Comunicativaunclassified

“…Hasta la década de los 80 la música publicitaria no logró su independencia formal. Y no es hasta el cambio de siglo que no vemos los primeros intentos rompedores, en los que la música tiene un papel relevante y disruptivo con respecto a la imagen (Taylor 2009;Palencia-Lefler, 2018).…”

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Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas.

Palencia-Lefler

2022

ZER- Rev. estud. comun.

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“…Today, using preexistent music in ad soundtracks has become a prevalent practice in advertising (Econsultancy, 2018). Long gone are the days when almost all TV commercials had original music, developed by a composer who sought to connect the soundtrack directly to the imageries or objects displayed in the ads (Palencia-Lefler, 2018). These days, the preexistent music used in advertising derives from musical performers, groups and orchestras presently in trend, while at times classic winners may also be used (Palencia-Lefler, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…Long gone are the days when almost all TV commercials had original music, developed by a composer who sought to connect the soundtrack directly to the imageries or objects displayed in the ads (Palencia-Lefler, 2018). These days, the preexistent music used in advertising derives from musical performers, groups and orchestras presently in trend, while at times classic winners may also be used (Palencia-Lefler, 2018). Taylor (2012) shows how music and advertising became reciprocally reliant industries across an era of change, compelling to reconsider what we know about the popular arts and consumer culture.…”

Section: Introductionmentioning

confidence: 99%

Art of using music-product congruence and lyrics in radio-ads

Vashisht¹

2022

AAM

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PurposeThis research aims to exhibit the impacts of vocal music vs instrumental music on ad-recall from the perspectives of attention and elaboration.Design/methodology/approachA 2 music-product congruence (congruence vs incongruence) × 2 music lyrics (lyrics vs no lyrics) between-subject measures design is used. 180 management students participated in the study. A 2 × 2 between-subjects ANOVA is used to test the hypotheses.FindingsResults showed that the instrumental rendition of an ad-song prompted higher ad-recall over the vocal variant. The instrumental rendition provoked the subjects to create the verses or lyrics in their minds, prompting superior recall. Further, it was found that a music-product congruent ad resulted into higher ad-recall than an incongruent ad. Moreover, for a congruent ad condition, the instrumental version of ad-song resulted into higher ad-recall than the vocal version of ad-song. On the other hand, for an incongruent ad condition, the instrumental version as well as the vocal version of ad-song resulted into same level of ad-recall.Research limitations/implicationsThe study offers important implications for marketers and advertisers in terms of effective ad-designing and execution considering lyrics and music-product congruence as important factors in the context of radio advertising.Originality/valueSince very little research has been done focusing on the combined effect of music lyrics and music-product congruence relationship on ad-recall from attention and elaboration perspectives, this paper scores as a pioneering study of its kind in India.

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“…As a rule, the intertextual analysis is carried out on the material of verbal or visual citation: researchers note that "creolized advertising appears as a dicode text containing verbal and visual imageries" [6, p. 129]. At the same time, one can speak of the increased interest of foreign researchers in the role of background music in advertising texts, including in the terms of intertextuality [7][8][9][10][11][12][13][14].…”

Section: Introductionmentioning

confidence: 99%

Audio intertextuality in modern advertising text

Terskikh

2019

SHS Web Conf.

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The article is devoted to the study of audio intertextuality in modern advertising discourse. Despite the researchers' increased interest in the problem of intertextual interaction, the issue of the functioning of the intertextuality mechanism in advertising, including social advertising, is still not fully covered, especially, since the advertising field is dynamic and provides extensive new material for research every day. The author pays special attention to the functional yield of audio intertextuality in advertising. As the basic functions of audio intertextual inclusions in the discourse of commercial and social advertising, the author identifies the attractive and aesthetic functions as the most significant and regularly realized; as secondaryplayful and persuasive. Russian and foreign commercials serve as the material for the study. The method of intertextual analysis is used as fundamental. It consists in establishing the relations of derivation between texts and analyzing the formal and semantic transformations of text units and the text as a whole.

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Film music in advertising: An intertextual approach

Cited by 5 publications

References 28 publications

Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas.

Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas.

Art of using music-product congruence and lyrics in radio-ads

Audio intertextuality in modern advertising text

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