Monday, 10 January 2011
Example of a Music Advertisement by Scarlett Giannotti
This is a TV Advertisement for Miley Cyrus' 'Breakout' Album. This advertisement identifies what will be included in the 'Platimumn Edition, Double Disc' album; such as, Music Video DVD, the names of different songs, 2 Brand new songs, and the date of album release as well as featuring sneak previews of exclusive interviews about the album and the artists influences, live performances, Music Videos and the making of them. Genetic conventions of an Advertisement have been included such as the Artists name and Logo, the red and indigo colour scheme, specific font and layout which links to the album design, however there were no reviews.
Music in Advertising by Scarlett Giannotti
Music in Advertising means integrating music in (mass) 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.
Entertainment
The entertainment aspect of music helps making an advertisement more appealing to the viewer by simply making it more attractive respectively more aesthetic. By this increase in attractiveness an advertisement is able to engage more attention. From this point of view “music need not necessarily manifest any special affinity with a particular product or service in order to play an effective and useful function.” The music functions more as bridge between viewer and advertisement in this case.
Structure and Continuity
Another basic attribute of music is to support an advertisements structure and continuity. Therefore “music is used to mediate between disjoint images” Also it can emphasize dramatic moments within the advertisement. Accompanying i.e. a TV commercial music structures the told narrative, can tell a narrative itself or function as anchor which completes the overall meaning. It can i.e. create antagonist and protagonist within this narrative by giving them typical musical figures, harmonies or melodies.
Memorability
It is far more likely to memorize a piece of music than spoken language or images because “music tends to linger in the listeners mind.” “Early advertising music also had different aims. Music then was primarily used as a mnemonic device. Rhyme and reception were enlisted to keep a brand name in mind. ‘Singing commercials’ or jingles made up a self-contained genre.” Huron adds that it is “the most common musical technique for aiding memorability and hence product recall.” Companies use these for example to make the customers remember their phone number, webpage, their company name or at least a catchy slogan linked to the brand. But also non-jingle music can perform this task and stick in the customers mind.
Lyrical Language
In contemporary adverts the advertisers must overcome the viewer’s skepticism which developed over years through desensitization. This can become a pretty hard task. But since advertisers favor mostly poetic, emotional appeals over logical, informational appeals due to the shift from modern to postmodern advertisement music turned out to be a perfect tool to reach this goal. Music can provide a message without the customer consciously noticing it. For providing rational facts in the same time “mixtures of speech and song provide advertisers with opportunities for both logical, factual appeals [through spoken and written language] and emotive, poetic appeals [through music."]
Targeting and Authority Establishment
Different types of music can be attributed to certain kind of groups or life styles which makes it possible to appeal to these groups over using certain kinds of musical genres. Music can therefore function as a “nonverbal identifier” for certain groups with different musical taste because it is “arguably the greatest tool advertisers have for portraying and distinguishing various styles.”
Looking at these contributions of music towards advertisement it becomes obvious that these attributes work together in inseparable ways. Of course there could be added other categories. There is for example a difference between diegetic (the source of the music is visible) and non-diegetic (the source of the music is not visible) use of music which can have totally different effects in result depending on the adverts context. The overall task of advertisers nowadays should be to develop a “considerable practical experience in joining images and music to social and psychological motivation” and by this process create meaning which appeals to the target group and helps the advertisement to succeed.
Information researched from Wikipedia
Entertainment
The entertainment aspect of music helps making an advertisement more appealing to the viewer by simply making it more attractive respectively more aesthetic. By this increase in attractiveness an advertisement is able to engage more attention. From this point of view “music need not necessarily manifest any special affinity with a particular product or service in order to play an effective and useful function.” The music functions more as bridge between viewer and advertisement in this case.
Structure and Continuity
Another basic attribute of music is to support an advertisements structure and continuity. Therefore “music is used to mediate between disjoint images” Also it can emphasize dramatic moments within the advertisement. Accompanying i.e. a TV commercial music structures the told narrative, can tell a narrative itself or function as anchor which completes the overall meaning. It can i.e. create antagonist and protagonist within this narrative by giving them typical musical figures, harmonies or melodies.
Memorability
It is far more likely to memorize a piece of music than spoken language or images because “music tends to linger in the listeners mind.” “Early advertising music also had different aims. Music then was primarily used as a mnemonic device. Rhyme and reception were enlisted to keep a brand name in mind. ‘Singing commercials’ or jingles made up a self-contained genre.” Huron adds that it is “the most common musical technique for aiding memorability and hence product recall.” Companies use these for example to make the customers remember their phone number, webpage, their company name or at least a catchy slogan linked to the brand. But also non-jingle music can perform this task and stick in the customers mind.
Lyrical Language
In contemporary adverts the advertisers must overcome the viewer’s skepticism which developed over years through desensitization. This can become a pretty hard task. But since advertisers favor mostly poetic, emotional appeals over logical, informational appeals due to the shift from modern to postmodern advertisement music turned out to be a perfect tool to reach this goal. Music can provide a message without the customer consciously noticing it. For providing rational facts in the same time “mixtures of speech and song provide advertisers with opportunities for both logical, factual appeals [through spoken and written language] and emotive, poetic appeals [through music."]
Targeting and Authority Establishment
Different types of music can be attributed to certain kind of groups or life styles which makes it possible to appeal to these groups over using certain kinds of musical genres. Music can therefore function as a “nonverbal identifier” for certain groups with different musical taste because it is “arguably the greatest tool advertisers have for portraying and distinguishing various styles.”
Looking at these contributions of music towards advertisement it becomes obvious that these attributes work together in inseparable ways. Of course there could be added other categories. There is for example a difference between diegetic (the source of the music is visible) and non-diegetic (the source of the music is not visible) use of music which can have totally different effects in result depending on the adverts context. The overall task of advertisers nowadays should be to develop a “considerable practical experience in joining images and music to social and psychological motivation” and by this process create meaning which appeals to the target group and helps the advertisement to succeed.
Information researched from Wikipedia
Weekly Log - Monday 10th January - Scarlett Giannotti
Our first lesson back we were introduced to CD Advertisements; shown different examples and identified their conventions. Our task was then to continue in-depth research into different CD Advertisements and their conventions for our blog and to produce designs ideas for the completion of our Digipak.
There was a technical fault with my account therefore I began with my design Ideas for our CD Advertisement while Hayley posted about conventions of a CD Advertisement and Jess continued with the Digipak.
There was a technical fault with my account therefore I began with my design Ideas for our CD Advertisement while Hayley posted about conventions of a CD Advertisement and Jess continued with the Digipak.
Example of a Music Advertisement- Hayley Donovan
This Music advertisement includes many key conventions. The first is the name of the artist in the top left hand corner, this draws the attention of the target audience, as people mainly look from left to right , also the name is in a bigger font to the rest of the text so it stands out on another level.
The advertisement includes lots of bright colours this reflects the mood of the song, it represents the light and vibrant lyrics and it matches the bubbly sense around the artist.
Thirdly it has included the logo of the record label, this is a key element as it helps the record label to promote themselves and tell the audience who is behind the song and artist.
Lastly in the top right hand cornor it lets the audience know where to buy the CD , this is clever on the advertisement part as it not only promotes 'HMV' but lets the audience know what shops to find the CD in.
Conventions of a Music Advertisement- Hayley Donovan
Conventions of a Music Advertisement...
Band/Artist Name: This is the key element that all music advertisements include, because the audience need to identify the artist who is promoting the CD/Album.
Image: Another key convention is an image that relates to the band/Artist. Also you can often see an image of the artist on the advertisement in order for the artist to self-Promote.
Logo- Mainly bands use logos on their album , they do this in order to be recognised by their target audience. Also the record label logo may be used in order for their label to be widely known for producing quality music.
Colour Scheme: The colour of the advertisement reflects the mood and the genre of the song, as well the own artists image. For instance , for a rock band you associate them with dark colours Eg. Guns n Roses. However a new wave electric band/artist would have bright , vibrant colours.
Reviews: Another convention of a music advertisement, is quotes and reviews from top music magazine such as - Mojo
-NME
- Q
-Spin
Headline: On the magazine advert for the album, it will usually feature the band name and album title etc, but will also have a main headline selling the product and grabbing the attention of the target audience. Usually, this is big and stands out and is usually put across the main image so the two connect and stand out.
Band/Artist Name: This is the key element that all music advertisements include, because the audience need to identify the artist who is promoting the CD/Album.
Image: Another key convention is an image that relates to the band/Artist. Also you can often see an image of the artist on the advertisement in order for the artist to self-Promote.
Logo- Mainly bands use logos on their album , they do this in order to be recognised by their target audience. Also the record label logo may be used in order for their label to be widely known for producing quality music.
Colour Scheme: The colour of the advertisement reflects the mood and the genre of the song, as well the own artists image. For instance , for a rock band you associate them with dark colours Eg. Guns n Roses. However a new wave electric band/artist would have bright , vibrant colours.
Reviews: Another convention of a music advertisement, is quotes and reviews from top music magazine such as - Mojo
-NME
- Q
-Spin
Headline: On the magazine advert for the album, it will usually feature the band name and album title etc, but will also have a main headline selling the product and grabbing the attention of the target audience. Usually, this is big and stands out and is usually put across the main image so the two connect and stand out.
Subscribe to:
Posts (Atom)