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The Oxford Handbook of Music and Advertising is an essential guide to the crucial role that music plays in relation to the audio or audiovisual advertising message, from the perspectives of its creation, interpretation, and reception. The book's unique three-part organization reflects this life cycle of an advertisement, from industry inception to mass-mediated text to consumer behaviour. Experts well versed in the practice, analysis, and empirical studies of the commercial message have contributed to the collection's forty-two chapters, which collectively represent the most ambitious and…mehr
The Oxford Handbook of Music and Advertising is an essential guide to the crucial role that music plays in relation to the audio or audiovisual advertising message, from the perspectives of its creation, interpretation, and reception. The book's unique three-part organization reflects this life cycle of an advertisement, from industry inception to mass-mediated text to consumer behaviour. Experts well versed in the practice, analysis, and empirical studies of the commercial message have contributed to the collection's forty-two chapters, which collectively represent the most ambitious and comprehensive attempt to date to address the important intersections of music and advertising. Handbook chapters are self-contained yet share borders with other contributions within a given section and across the major sections of the book, so readers can either study one topic of particular interest or read through to gain an understanding of the broader issues at stake. Within the book's Introduction, each editor has provided an overview of the unifying themes for the section for which they were responsible, with brief summaries of individual contributions at the beginnings of the sections. The lists of recommended readings at the end of chapters are intended to assist readers in finding further literature about the topic. An overview of industry practices by a music insider is provided in the Appendix, giving context for the three parts of the book.
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Autorenporträt
James Deaville teaches Music in the School for Studies in Art and Culture at Carleton University, Ottawa, Canada. He edited Music in Television (2010) and with Christina Baade co-edited Music and the Broadcast Experience (2016). Siu-Lan Tan is the James A.B. Stone Professor of Psychology at Kalamazoo College USA. She is co-author of a leading text entitled Psychology of Music: From Sound to Significance (2018) and co-editor of The Psychology of Music in Multimedia (2013). Ron Rodman is Dye Family Professor of Music at Carleton College in Northfield, Minnesota. His book, Tuning In: American Narrative Television Music was published 2010, and that same year he wrote the entry for "Television Music" for the New Grove Dictionary of American Music.
Inhaltsangabe
* Preface * About the Contributors * Introduction: Music and advertising: Production, text, and reception * James Deaville, Siu-Lan Tan, and Ron Rodman * PART I. PRODUCTION * Edited by: James Deaville * Production: Music and the creation of the advertising text * James Deaville * Music and Advertising Before 1900 * 1 Advertising the English glee to women, 1750-1800 * Bethany Blake * 2. Advertising Millie-Christine, or the making of the Two-Headed Nightingale * Remi Chiu and Dana Gorzelany-Mostak * Selection and Marketing of Music * 3. Fitting tunes: Selecting music for television commercials * Peter Kupfer * 4. Blank music: Marketing virtual instruments * James Buhler * 5. Contextual marketing: Analyzing networks of musical context in the Digital Age * Willem Strank * Music for Advertising and Labor * 6. Organized labor and commercial advertising: Music unions and J. Walter Thompson * Jessica Getman * 7. Jazz works: Music, advertising, and labor in Toronto, 1955-1980 * Mark Laver * Branding through Music * 8. Designing identities: Sound and music in automotive and appliance branding * Kenneth McLeod * 9. Music supervision and branding in an era of "convergent advertising" * Tim J. Anderson * Advertising Corporate Style through Music * 10. The conquest of Kool: Jazz, tobacco, and the rise of market segmentation * Dale Chapman * 11. Loathsome Deutschtum? Wagner and advertising as propaganda in American industrial films of the 1930s and 1940s * Julie Hubbert * 12. About a b(r)and: Geffen Records, Universal, and the (posthumous) packaging of Nirvana * Laurel Westrup * Advertising Audiovisual Entertainment * 13. Music and the formal structures of contemporary action film trailers * Catrin Watts * 14. Creating big-screen audiences through small-screen appeals: Film marketing on television through music and sound * James Deaville * 15. "Have You Played Atari Today?" Music and audience in an early video game advertising campaign * William Gibbons * Selling on Radio * 16. "All those homes beyond the microphone": Advertising, domesticity, and early country music variety programs in the 1930s * David VanderHamm * 17. Music and institutional advertising: Consolidated Edison and Echoes of New York * Rika Asai * PART II. TEXT * Edited by: Ron Rodman * Text: Analytic and historical perspectives on music and advertising * Ron Rodman * Approaches to Analyzing Music and Advertising * 18. Taking the gift out and putting it back in: From cultural goods to commodities. * Timothy D. Taylor * 19. Sounds of Coca-Cola-On "cola-nization" of sound and music * Nicolai Jørgensgaard Graakjær * 20. The persistence of memory: Structural functions of music in commercial jingles * Ron Rodman * Musical Genres and Advertising * 21. Popular music, advertising, and "selling out" * Bethany Klein * 22. "Search and destroy": Punk in advertising and selling a subculture * Jay Beck * 23. Selling "David Bowie": Commercial appearances and the developing Bowie star image * Katherine Reed * 24. Medievalism goes commercial: The epic as register in contemporary media * David Clem * 25. "Pushin' it": Sounding difference through humor in Geico's 2014 Salt-N-Pepa spot * Joanna Love * Music and Advertising Genres * 26. "Once you hear this, act fast": Music in Civil Defense television advertisements, 1950-1970 * Reba Wissner * 27. "Everything is not awesome": Playful adaptation and the aurality of ecoconscious media * in Greenpeace's "Save the Arctic" campaign * Kate Galloway * 28. Exploiting the frontier: Advertising and the Western soundtrack * Mariana Whitmer * Music and Political Ads * 29. Music and sound design as propaganda in Hell-Bent for Election * Lisa Scoggin * 30. As heard on: The changing musical language of Presidential campaign ads * Justin Patch * 31. From the subliminal to the ridiculing: How U.S. campaign ads use music to evoke four basic and two compound emotions * Paul Christiansen * PART III. RECEPTION * Edited by: Siu-Lan Tan * Reception: Empirical approaches to the study of music and advertising * Siu-Lan Tan * Frameworks: Models, Mechanisms, and Methods * 32 Toward a utilitarian theory of consumer response to advertising music * Lincoln G. Craton * 33 Hearing, remembering, and branding: Setting strategic directions for sonic branding research * Vijaykumar Krishnan and James J. Kellaris * 34 Methods for testing the emotional effects of music in advertising and brand communication * Daniel Müllensiefen * Cognitive and Affective Responses to Music and Advertising * 35 Commercial sound: A review of the effects of popular music in radio and television advertising * David Allan * 36 Music with the message in mind: Cognitive responses to background music in advertising * Cynthia Fraser * 37 Musical congruity in advertising: Established and emerging research themes * Steve Oakes and Morteza Abolhasani * 38 Audiovisual advertising: Effects of music on psychological transportation and narrative persuasion * Madelijn Strick * 39 Music as advertisement: Capturing and sustaining attention in the attention economy era * Hubert Léveillé Gauvin * Music and Sound in (Multi)Sensory Marketing * 40 Sensory marketing in advertising and service environments * Bertil Hultén * 41 Sound in the context of (multi)sensory marketing * Klemens Knoeferle and Charles Spence * APPENDIX * The ad creation process: From production to reception * Lawrence Harte * Subject/Author Index
* Preface * About the Contributors * Introduction: Music and advertising: Production, text, and reception * James Deaville, Siu-Lan Tan, and Ron Rodman * PART I. PRODUCTION * Edited by: James Deaville * Production: Music and the creation of the advertising text * James Deaville * Music and Advertising Before 1900 * 1 Advertising the English glee to women, 1750-1800 * Bethany Blake * 2. Advertising Millie-Christine, or the making of the Two-Headed Nightingale * Remi Chiu and Dana Gorzelany-Mostak * Selection and Marketing of Music * 3. Fitting tunes: Selecting music for television commercials * Peter Kupfer * 4. Blank music: Marketing virtual instruments * James Buhler * 5. Contextual marketing: Analyzing networks of musical context in the Digital Age * Willem Strank * Music for Advertising and Labor * 6. Organized labor and commercial advertising: Music unions and J. Walter Thompson * Jessica Getman * 7. Jazz works: Music, advertising, and labor in Toronto, 1955-1980 * Mark Laver * Branding through Music * 8. Designing identities: Sound and music in automotive and appliance branding * Kenneth McLeod * 9. Music supervision and branding in an era of "convergent advertising" * Tim J. Anderson * Advertising Corporate Style through Music * 10. The conquest of Kool: Jazz, tobacco, and the rise of market segmentation * Dale Chapman * 11. Loathsome Deutschtum? Wagner and advertising as propaganda in American industrial films of the 1930s and 1940s * Julie Hubbert * 12. About a b(r)and: Geffen Records, Universal, and the (posthumous) packaging of Nirvana * Laurel Westrup * Advertising Audiovisual Entertainment * 13. Music and the formal structures of contemporary action film trailers * Catrin Watts * 14. Creating big-screen audiences through small-screen appeals: Film marketing on television through music and sound * James Deaville * 15. "Have You Played Atari Today?" Music and audience in an early video game advertising campaign * William Gibbons * Selling on Radio * 16. "All those homes beyond the microphone": Advertising, domesticity, and early country music variety programs in the 1930s * David VanderHamm * 17. Music and institutional advertising: Consolidated Edison and Echoes of New York * Rika Asai * PART II. TEXT * Edited by: Ron Rodman * Text: Analytic and historical perspectives on music and advertising * Ron Rodman * Approaches to Analyzing Music and Advertising * 18. Taking the gift out and putting it back in: From cultural goods to commodities. * Timothy D. Taylor * 19. Sounds of Coca-Cola-On "cola-nization" of sound and music * Nicolai Jørgensgaard Graakjær * 20. The persistence of memory: Structural functions of music in commercial jingles * Ron Rodman * Musical Genres and Advertising * 21. Popular music, advertising, and "selling out" * Bethany Klein * 22. "Search and destroy": Punk in advertising and selling a subculture * Jay Beck * 23. Selling "David Bowie": Commercial appearances and the developing Bowie star image * Katherine Reed * 24. Medievalism goes commercial: The epic as register in contemporary media * David Clem * 25. "Pushin' it": Sounding difference through humor in Geico's 2014 Salt-N-Pepa spot * Joanna Love * Music and Advertising Genres * 26. "Once you hear this, act fast": Music in Civil Defense television advertisements, 1950-1970 * Reba Wissner * 27. "Everything is not awesome": Playful adaptation and the aurality of ecoconscious media * in Greenpeace's "Save the Arctic" campaign * Kate Galloway * 28. Exploiting the frontier: Advertising and the Western soundtrack * Mariana Whitmer * Music and Political Ads * 29. Music and sound design as propaganda in Hell-Bent for Election * Lisa Scoggin * 30. As heard on: The changing musical language of Presidential campaign ads * Justin Patch * 31. From the subliminal to the ridiculing: How U.S. campaign ads use music to evoke four basic and two compound emotions * Paul Christiansen * PART III. RECEPTION * Edited by: Siu-Lan Tan * Reception: Empirical approaches to the study of music and advertising * Siu-Lan Tan * Frameworks: Models, Mechanisms, and Methods * 32 Toward a utilitarian theory of consumer response to advertising music * Lincoln G. Craton * 33 Hearing, remembering, and branding: Setting strategic directions for sonic branding research * Vijaykumar Krishnan and James J. Kellaris * 34 Methods for testing the emotional effects of music in advertising and brand communication * Daniel Müllensiefen * Cognitive and Affective Responses to Music and Advertising * 35 Commercial sound: A review of the effects of popular music in radio and television advertising * David Allan * 36 Music with the message in mind: Cognitive responses to background music in advertising * Cynthia Fraser * 37 Musical congruity in advertising: Established and emerging research themes * Steve Oakes and Morteza Abolhasani * 38 Audiovisual advertising: Effects of music on psychological transportation and narrative persuasion * Madelijn Strick * 39 Music as advertisement: Capturing and sustaining attention in the attention economy era * Hubert Léveillé Gauvin * Music and Sound in (Multi)Sensory Marketing * 40 Sensory marketing in advertising and service environments * Bertil Hultén * 41 Sound in the context of (multi)sensory marketing * Klemens Knoeferle and Charles Spence * APPENDIX * The ad creation process: From production to reception * Lawrence Harte * Subject/Author Index
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