Beteiligte: | , |
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veröffentlicht: | Aarhus 2011 |
Teil von: |
, Erschienen in: MedieKultur, volume 27 / 2011, number 50, pp. 160 - 180. [ISSN: 1901-9726]
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Medientyp: | Artikel, E-Artikel |
Beschreibung: | freier Zugang |
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Umfang: | 21 p. |
Sprache: | Englisch |
Teil von: |
, Erschienen in: MedieKultur, volume 27 / 2011, number 50, pp. 160 - 180. [ISSN: 1901-9726]
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Schlagwörter: | |
Kollektion: | Datenbank Internetquellen |
"Many journalists and scholars overlook the discursive role of music in TV political advertisements. But we argue that music is a potent means of political persuasion. Music in advertisements is determinative; all other elements — images, voiceovers, sound effects, written text, and so on — are circumscribed by the music and interpreted in relation to it. Music determines an advertisement’s character through framing and underscoring; musical frames establish interpretative categories and generate expectations, while underscoring comprises music that closely coordinates with images and voiceovers to form a persuasive aesthetic and rhetorical unity. A close reading of a 2004 Bush-Cheney advertisement applies this theory of frames and underscoring to explain the advertisement’s effectiveness. Without music, the advertisement would not only fail to persuade, it would also make no sense." [Information des Anbieters] |
Music in advertising; Music is determinative; Framing; Underscoring; "Wolves"; Beginning; Middle; Ending; The Coda; Voiceover; Conclusions |