I´m FALLING AWAY…..

Who is the singer of the theme of this advertising..????

http://www.youtube.com/watch?v=6ePaLBhXCyM

ADVERTISING MUSIC

Music in Advertising means integrating music in electronic media advertisements in order to enhance its success. Music for this purpose provides different characteristics which makes it especially interesting for usage in advertisements.

Music can fulfill several tasks when it is used in advertisements. David Huron therefore chooses six categories in which “music can serve the overall promotional goals in one or more of several capacities.”Mostly the use of music is not only intended by one of the following attributes but they are interdependent and interrelated to each other. The categories he claims are described as follows, also music can show the ways of life and differant typrs of culture and ways of life and communication.

Interaction of Music and Brand

In general one could say that music can be altered in meaning depending on its context. This is of course an opportunity for advertisers to create meaning for their brand by employing musical pieces for their own interest. But music has “a potential for the construction or negotiation of meaning in specific contexts.” That means that some music can match better with one type of products than with another type. Different musical types can i.e. target high culture or popular culture oriented customers. The reason is that “musical styles and genres offer unsurpassed opportunities for communicating complex social or attitudinal messages practically instantaneously.”One could literally say that music is worth a thousand words. That’s why music became more and more important to advertisers. They have the chance to transfer specific characteristics connoted to certain musical types to their products. “Music now is more often employed as ‘borrowed interest’ capturing a feeling, setting a mood, recalling past experiences and playing them back on behalf of the sponsors.” All these attributes help an advertisement appealing to the life world or lifestyle of the targeted group.

And of course “music transfers its own attributes to the story line and to the product, it creates coherence, making connections that are not there in the words or pictures; it even engenders meanings of its own […] the music interprets the words and pictures.” It is obvious that a brand’s, product’s or service’s value is enhanced by the connection to music. It adopts meanings which are inherent in the music because “the object itself is not enough to sell it; it must also be linked to some sort of personal meaning, the very essence of branding. That means that a brand or product has to pick up some kind of connotation which is added by the music. Also a certain artist can change or shape an advert so that it fits a certain target group. “Advertising is not about what the product does but who the consumer is” and so advertisements have to find a good balance between adopting meaning from a used musical piece or artist and providing context in return to become authentic. Both the music and the advertisement can benefit from this symbiosis. There are artists and music bands that became famous through having their music inside of adverts which can in return mean to sacrifice their music to the brand.

“The joining of music culture, through either a licensed track or the appearance of an artist, with a product or service in a commercial brings new connotations to both artist [and also the music] and company while naturalizing the relationship between the two. The value of articulating popular music to a product can be seen as especially important to advertisers competing with products similar, if not identical, in use-value.”

Now look for these songs and tell me to wich ads belongs each one.

Black eyed peas: Pump it

Elvis Presley: A little les conversartion (mix version)

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UVM GLION VILLAHERMOSA

I HAVE AN EXCELLENT TEACHER. HER NAME IS THELMA! I LOVE YOU SO MUCH!!

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