“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  


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.


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.


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


NA - Advances in Consumer Research Volume 33 | 2006

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