“Now That’S What I Call Music!”. an Interpretive Approach to Music in Advertising

“Now that’s what I call music!”. An interpretive approach to music in advertising 

Matthias Bode

Department of Marketing & Consumption,

University of Hannover

Königsworther Platz 1,

30167 Hannover, Germany

Phone (+49) 511 762 5927

Fax (+49) 511 762 5630

Email: mb@marketing.uni-hannover.de  

ABSTRACT

Music is a fundamental feature of commercials. Despite its significance, advertising research into this area is underdeveloped; furthermore, it is fragmentary and contradictory. This paper puts it down to misunderstandings of how music works. Instead of reducing music to an affective stimulus, a socio-semiotic model of music as a cultural system with an expressive potential is developed, based on contemporary studies in musicology and popular music studies. The reference point is interpretive advertising research that so far has focused on text and visuals. An approach is introduced that integrates music based on its potential of making meaning possible.



Citation:

Bode Matthias (2006) ,"“Now That’S What I Call Music!”. an Interpretive Approach to Music in Advertising", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 580-586.

Authors

Bode Matthias, University of Hanover, Department of Marketing & Consumption



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA

Read More

Featured

“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA

Read More

Featured

J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.

Join ACR now!