Palencia-Lefler, Manuel La música en la comunicación publicitaria (Music in the advertising communication). Comunicación y Sociedad, 2009, vol. 22, n. 2, pp. 89-108. [Journal article (Paginated)]
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English abstract
Most of the advertisers communicate their brands, values and ideas betting clearly to music as the most outstanding component of the advertisement soundtrack. To manage the advertising music as an object of study, we should classify and arrange the various musical shapes that are used by the advertising, in order to understand the reasons that composers, agencies and advertisers impose their decisions and so understand the evolution and current status of the advertising music. Spain, as a country with a great advertising development, is a good sample of this evolution
Spanish abstract
La mayoría de anunciantes comunican sus marcas, valores e ideas en una apuesta por la música como componente más destacado de la banda sonora del anuncio. Para tratar la música publicitaria como actividad “objeto de estudio” se debe clasificar y ordenar las distintas formas musicales que utiliza el medio para comprender las razones que compositores, agencias y anunciantes imponen en sus decisiones y entender, así, el momento actual de la música publicitaria. España, como país con un gran desarrollo publicitario, es un referente óptimo para el análisis.
Item type: | Journal article (Paginated) |
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Keywords: | music, advertising, different music in advertising styles, persuasion, Spanish advertising, música, publicidad, diferentes estilos de música publicitaria, persuasión, publicidad española. |
Subjects: | H. Information sources, supports, channels. > HH. Audio-visual, Multimedia. |
Depositing user: | Manuel Palencia-Lefler |
Date deposited: | 08 Jul 2011 |
Last modified: | 02 Oct 2014 12:19 |
URI: | http://hdl.handle.net/10760/15881 |
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