Oxford Handbook of Music and Advertising - Hardback

This Handbook explains how music contributes to the advertising that the public encounters on a daily basis. Chapters examine how the soundtracks of promotional messages originate, how we might interpret the meanings behind the music, and how commercial messages influence us through music.

List of contents

• 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

About the author

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.

Summary

This Handbook explains how music contributes to the advertising that the public encounters on a daily basis. Chapters examine how the soundtracks of promotional messages originate, how we might interpret the meanings behind the music, and how commercial messages influence us through music.

Product details

• Authors: James (Professor of Musicology Deaville
• Assisted by: James Deaville (Editor), Deaville James (Editor), Ron Rodman (Editor), Siu-Lan Tan (Editor), Tan Siu-Lan (Editor)
• Publisher: Oxford University Press
• Languages: English
• Product format: Hardback
• Released: 12.04.2021
• EAN: 9780190691240
• ISBN: 978-0-19-069124-0
• No. of pages: 960
• Series: Oxford Handbooks
• Subjects: Humanities, art, music > Music > General, dictionaries; Media Studies, Popular Culture, SOCIAL SCIENCE / Popular Culture, Cultural Studies, MUSIC / Instruction & Study / Theory, SOCIAL SCIENCE / Media Studies, SOCIAL SCIENCE / Anthropology / Cultural & Social, Theory of music & musicology, Advertising & Society, Theory of music and musicology, Media studies: advertising and society