Source:New York, NY : Oxford University Press,, United States, p.1 online resource (xxviii, 925 pages) : (2021)
Keywords:(OCoLC)fst00797511, (OCoLC)fst00797734, (OCoLC)fst01030542, (OCoLC)fst01765569, Advertising, fast, History., Music, Music in advertising, Music in advertising., Music., Psychological aspects, Psychological aspects.
Includes bibliographical references and index.Introduction. Music and advertising : Production, text, and reception / Siu-Lan Tan, Ron Rodman, and James Deaville. PRODUCTION / Edited by James Deaville. Production : Music and the creation of the advertising text / James Deaville. Music and Advertising Before 1900. Advertising the English glee to women, 1750-1800 / Bethany Blake ; Advertising Millie-Christine, or the making of the Two-Headed Nightingale / Remi Chiu and Dana Gorzelany-Mostak -- Selection and Marketing of Music. Fitting tunes : Selecting music for television commercials / Peter Kupfer ; Blank music: Marketing virtual instruments / James Buhler ; Contextual marketing: Analyzing networks of musical context in the Digital Age / Willem Strank -- Music for Advertising and Labor. Organized labor and commercial advertising : Music unions and J. Walter Thompson / Jessica Getman ; Jazz works : Music, advertising, and labor in Toronto, 1955-1980 / Mark Laver -- Branding Through Music. Designing identities : Sound and music in automotive and appliance branding / Kenneth McLeod ; Music supervision and branding in an era of "convergent advertising" / Tim J. Anderson -- Advertising Corporate Style Through Music. The conquest of Kool : Jazz, tobacco, and the rise of market segmentation / Dale Chapman ; Loathsome Deutschtum? Wagner and advertising as propaganda in American industrial films of the 1930s and 1940s / Julie Hubbert ; About a b(r)and: Geffen Records, Universal, and the (posthumous) packaging of Nirvana / Laurel Westrup -- Advertising Audiovisual Entertainment. Music and the formal structures of contemporary action film trailers / Catrin Watts ; Creating big-screen audiences through small-screen appeals: Film marketing on television through music and sound / James Deaville ; Have You Played Atari Today? Music and audience in an early video game advertising campaign / William Gibbons -- Selling on Radio. All those homes beyond the microphone : Advertising, domesticity, and early country music variety programs in the 1930s / David VanderHamm ; Music and institutional advertising: Consolidated Edison and Echoes of New York / Rika Asai -- TEXT / Edited by Ron Rodman. Text : Analytic and historical perspectives on music and advertising / Ron Rodman -- Approaches to Analyzing Music and Advertising. Taking the gift out and putting it back in : From cultural goods to commodities / Timothy D. Taylor ; The Sounds of Coca-Cola -- On cola-nization of sound and music / Nicolai Jørgensgaard Graakjær ; The persistence of memory : Structural functions of music in commercial jingles / Ron Rodman -- Musical Genres and Advertising. Popular music, advertising, and selling out / Bethany Klein ; Search and destroy : Punk in advertising and selling a subculture / Jay Beck ; Selling David Bowie: Commercial appearances and the developing Bowie star image / Katherine Reed ; Medievalism goes commercial : The epic as register in contemporary media / David Clem ; Pushin' it : Sounding difference through humor in Geico's 2014 Salt-N-Pepa spot / Joanna Love -- Music and Advertising Genres. Once you hear this, act fast: Music in Civil Defense television advertisements, 1950-1970 / Reba Wissner ; Everything is not awesome : Playful adaptation and the aurality of ecoconscious media in Greenpeace's Save the Arctic campaign / Kate Galloway ; Exploiting the frontier: Advertising and the western soundtrack / Mariana Whitmer -- Music and Political Ads. Music and sound design as propaganda in Hell-Bent for Election / Lisa Scoggin ; As heard on . . . : The changing musical language of presidential campaign ads / Justin Patch ; From the subliminal to the ridiculing : How U.S. campaign ads use music to evoke four basic and two compound emotions / Paul Christiansen -- RECEPTION / Edited by Siu-Lan Tan. Reception: Empirical approaches to the study of music and advertising / Siu-Lan Tan -- Frameworks: Models, Mechanisms, and Methods. Toward a utilitarian theory of consumer response to advertising music / Lincoln G. Craton ; Hearing, remembering, and branding: Setting strategic directions for sonic branding research / Vijaykumar Krishnan and James J. Kellaris ; Methods for testing the emotional effects of music in advertising and brand communication / Daniel Müllensiefen -- Cognitive and Affective Responses to Music and Advertising. Commercial sound : A review of the effects of popular music in radio and television advertising / David Allan ; Music with the message in mind: Cognitive responses to background music in advertising / Cynthia Fraser ; Musical congruity in advertising : Established and emerging research themes ; Steve Oakes and Morteza Abolhasani / Audiovisual advertising : Effects of music on psychological transportation and narrative persuasion / Madelijn Strick ; Music as advertisement : Capturing and sustaining attention in the attention economy era / Hubert Léveillé Gauvin -- Music and Sound in (Multi)Sensory Marketing. Sensory marketing in advertising and service environments / Bertil Hultén ; Sound in the context of (multi)sensory marketing / Klemens Knoeferle and Charles Spence."The Oxford Handbook of Music and Advertising assembles an array of forty-two pathbreaking chapters on the production, texts, and reception of advertising through music. Uniquely interdisciplinary, the collection's tripartite structure leads the reader through these stages in the communication of the advertising message as presented by Chris Wharton (2015). The chapters on production study the factors, activities, and people behind the music for the marketing pitch, both past and present. Prominent throughlines in the section include factors influencing the selection of music (and musicians) for advertising, the role of music in corporate branding strategies, the creative forces behind the soundscape of advertising, and industry practices that undergird all aspects of music in commercial contexts. The section on Text focuses on analytic and historical approaches to ads in various media, and includes commentaries on musical genres in ads ranging from Western European art music to American popular genre. Also covered in this section is ad music as used in different ad genres, such as political ads, public service announcements, and television commercials. The analyses used in this section draws from traditional music theory, semiotics, and hermeneutic analysis. Finally, the last section addressing "Reception"-with contributions by researchers in psychology, marketing, and other fields-involves the formulation of models and theories, and implementation of research methods to examine how the presence of music may influence peoples' attitudes, emotions, thoughts, and behaviors in the context of advertisements and within service environments such as stores, restaurants, and banks. The editors and chapter contributors of this book bring a diversity of perspectives to the topic but share a united aim: to illuminate music's vital contribution to the advertising message"--Description based on online resource; title from digital title page (viewed on January 05, 2021).