“…In this connection, the broad relevance of film music for issues of concern to marketing and consumer researchers has been described elsewhere (Holbrook, 2003(Holbrook, , 2004a in terms of four main Second, film music plays a role as one key component in the product design of a motion picture (Holbrook, 2003(Holbrook, , 2004a. From this perspective, film scholars, musicologists, and other commentators have traditionally distinguished between two major types of music in films -namely, diegetic source music (onscreen performances that enhance the realism of the mise-en-scène) and nondiegetic film scores (background music or underscoring performed off-screen to advance a film's dramatic development of character, plot, or some other cinematic theme) (Metz, 1974;Monaco, 1981;Gorbman, 1987;Kalinak, 1992;Chion, 1994;Gabbard, 1996;Tan, 1996;Smith, 1998;Buhler et al, 2000;Kassabian, 2001;Rosar, 2002;Stilwell, 2002). Other sorts of music in film fall in between these diegetic and nondiegetic categories (Hagen, 1971;Atkins, 1983;Altman, 1987;Chion, 1994;Smith, 1998;Buhler et al, 2000;Kassabian, 2001), tending to blur the traditional boundaries and including a type that we might call ambi-diegetic film music (performed on-screen like diegetic music but designed to advance the dramatic development in a manner similar to nondiegetic music) (Holbrook, 2003(Holbrook, , 2004a(Holbrook, , 2004b(Holbrook, , 2005a(Holbrook, , 2005b(Holbrook, , 2005d(Holbrook, , 2006a(Holbrook, , 2006bcf.…”