Aurally enhanced media promotion: Music and sound in Greek television commercials
Eleni Oikonomou , Nick Poulakis
Arts & Communication ›› 2025, Vol. 3 ›› Issue (2) : 4374
Aurally enhanced media promotion: Music and sound in Greek television commercials
The sonic dimensions of modern media—including speech, sound effects, and music—play a significant role in communicating signs, meanings, and messages through multimodal channels of audiovisual connotations. Each feature can be regarded as a discrete unit; however, the overall framework is established through an orchestrated “interaction” of these components. Receiving information through televised advertisements is a cognitive process that requires critical analysis. This study examines the functions of music and sound in television advertising, emphasizing the collaboration between visual and audio material. Our objective is to equally investigate optical and musical conventions in selected TV commercials. We will also analyze how meaning emerges through visuals, sounds, and music in correlation to the product, branding, and the purpose of advertisements as short, concise audiovisual narratives. The data for this study were collected from a series of food and drink ads shown on Greek television between 2015 and 2020. The research draws upon contemporary culturally informed, musicological, semiotic, and interpretive methodologies, applying both textual and contextual analyses to examine how these techniques captivate audiences and effectively communicate messages. Understanding music’s psychological and pragmatic effects in advertising is crucial for recognizing its role as a powerful tool that influences consumer behavior and perception.
Television commercials / Greece / Audiovisual analysis / Music and sound / Music and meaning / Music and image
/
| 〈 |
|
〉 |
PDF
(498KB)
