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- Title
Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising.
- Authors
Scott, Linda M.
- Abstract
Studies of music in advertising have tended to characterized music as an nonsemantic, affective stimulus working independently of meaning or context. This implicit theory is reflected in methodology and procedures that separate music from its syntax verbal and visual elements. Consequently, the consumer's ability to judge and interpret music as part of an overall rhetorical intention is overlooked. This article proposes an alternative theory--that music is meaningful, language-like--and calls for both interpretive and empirical research as ways of exploring a richer, potentially more explanatory concept.
- Subjects
MUSIC in advertising; JINGLES (Advertising songs); SINGING commercials; CONSUMER behavior; POPULAR music; STIMULUS intensity; ADVERTISING; METHODOLOGY; CLASSICAL conditioning; COGNITION; SOCIAL context
- Publication
Journal of Consumer Research, 1990, Vol 17, Issue 2, p223
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/208552