Description
The Oxford Handbook of Music and Advertising is an essential guide to the crucial role that music plays in relation to the audio or audiovisual advertising message, from the perspectives of its creation, interpretation, and reception. The book's unique three-part organization reflects this life cycle of an advertisement, from industry inception to mass-mediated text to consumer behaviour. Experts well versed in the practice, analysis, and empirical studies of the commercial message have contributed to the collection's forty-two chapters, which collectively represent the most ambitious and comprehensive attempt to date to address the important intersections of music and advertising.Handbook chapters are self-contained yet share borders with other contributions within a given section and across the major sections of the book, so readers can either study one topic of particular interest or read through to gain an understanding of the broader issues at stake. Within the book's Introduction, each editor has provided an overview of the unifying themes for the section for which they were responsible, with brief summaries of individual contributions at the beginnings of the sections. The lists of recommended readings at the end of chapters are intended to assist readers in finding further literature about the topic. An overview of industry practices by a music insider is provided in the Appendix, giving context for the three parts of the book.
Table of Contents
PrefaceAbout the ContributorsIntroduction: Music and advertising: Production, text, and receptionJames Deaville, Siu-Lan Tan, and Ron RodmanPART I. PRODUCTIONEdited by: James DeavilleProduction: Music and the creation of the advertising textJames DeavilleMusic and Advertising Before 19001 Advertising the English glee to women, 1750-1800Bethany Blake2. Advertising Millie-Christine, or the making of the Two-Headed NightingaleRemi Chiu and Dana Gorzelany-MostakSelection and Marketing of Music3. Fitting tunes: Selecting music for television commercialsPeter Kupfer4. Blank music: Marketing virtual instrumentsJames Buhler5. Contextual marketing: Analyzing networks of musical context in the Digital AgeWillem StrankMusic for Advertising and Labor6. Organized labor and commercial advertising: Music unions and J. Walter ThompsonJessica Getman7. Jazz works: Music, advertising, and labor in Toronto, 1955-1980Mark LaverBranding through Music8. Designing identities: Sound and music in automotive and appliance brandingKenneth McLeod9. Music supervision and branding in an era of "convergent advertising"Tim J. AndersonAdvertising Corporate Style through Music10. The conquest of Kool: Jazz, tobacco, and the rise of market segmentationDale Chapman11. Loathsome Deutschtum? Wagner and advertising as propaganda in American industrial films of the 1930s and 1940sJulie Hubbert12. About a b(r)and: Geffen Records, Universal, and the (posthumous) packaging of NirvanaLaurel WestrupAdvertising Audiovisual Entertainment13. Music and the formal structures of contemporary action film trailersCatrin Watts14. Creating big-screen audiences through small-screen appeals: Film marketing on television through music and soundJames Deaville15. "Have You Played Atari Today?" Music and audience in an early video game advertising campaignWilliam GibbonsSelling on Radio16. "All those homes beyond the microphone": Advertising, domesticity, and early country music variety programs in the 1930sDavid VanderHamm17. Music and institutional advertising: Consolidated Edison and Echoes of New YorkRika AsaiPART II. TEXTEdited by: Ron RodmanText: Analytic and historical perspectives on music and advertisingRon RodmanApproaches to Analyzing Music and Advertising18. Taking the gift out and putting it back in: From cultural goods to commodities.Timothy D. Taylor19. Sounds of Coca-Cola-On "cola-nization" of sound and musicNicolai Jørgensgaard Graakjær20. The persistence of memory: Structural functions of music in commercial jinglesRon RodmanMusical Genres and Advertising21. Popular music, advertising, and "selling out"Bethany Klein22. "Search and destroy": Punk in advertising and selling a subcultureJay Beck23. Selling "David Bowie": Commercial appearances and the developing Bowie star imageKatherine Reed24. Medievalism goes commercial: The epic as register in contemporary mediaDavid Clem25. "Pushin' it": Sounding difference through humor in Geico's 2014 Salt-N-Pepa spotJoanna LoveMusic and Advertising Genres26. "Once you hear this, act fast": Music in Civil Defense television advertisements, 1950-1970Reba Wissner27. "Everything is not awesome": Playful adaptation and the aurality of ecoconscious mediain Greenpeace's "Save the Arctic" campaignKate Galloway28. Exploiting the frontier: Advertising and the Western soundtrackMariana WhitmerMusic and Political Ads29. Music and sound design as propaganda in Hell-Bent for ElectionLisa Scoggin30. As heard on: The changing musical language of Presidential campaign adsJustin Patch31. From the subliminal to the ridiculing: How U.S. campaign ads use music to evoke four basic and two compound emotionsPaul ChristiansenPART III. RECEPTIONEdited by: Siu-Lan TanReception: Empirical approaches to the study of music and advertisingSiu-Lan TanFrameworks: Models, Mechanisms, and Methods32 Toward a utilitarian theory of consumer response to advertising musicLincoln G. Craton33 Hearing, remembering, and branding: Setting strategic directions for sonic branding researchVijaykumar Krishnan and James J. Kellaris 34 Methods for testing the emotional effects of music in advertising and brand communicationDaniel MüllensiefenCognitive and Affective Responses to Music and Advertising 35 Commercial sound: A review of the effects of popular music in radio and television advertisingDavid Allan 36 Music with the message in mind: Cognitive responses to background music in advertisingCynthia Fraser37 Musical congruity in advertising: Established and emerging research themesSteve Oakes and Morteza Abolhasani 38 Audiovisual advertising: Effects of music on psychological transportation and narrative persuasionMadelijn Strick 39 Music as advertisement: Capturing and sustaining attention in the attention economy eraHubert Léveillé GauvinMusic and Sound in (Multi)Sensory Marketing40 Sensory marketing in advertising and service environmentsBertil Hultén 41 Sound in the context of (multi)sensory marketingKlemens Knoeferle and Charles SpenceAPPENDIXThe ad creation process: From production to receptionLawrence HarteSubject/Author Index
