Music in Television Commercials

ISBN-13: 9783659590146 / Angielski / Miękka / 2014 / 128 str.

Ba Uv Ik Radim

Opis

The monograph describes the state of music components in television commercials. It is based on a quantitative analysis of 1,584 commercials broadcast in the last few years by the Czech nationwide television stations. The analysis showed that music occurs in 94.0% of commercials, which is one of the largest numbers recorded in comparable studies in different countries. However, there are big differences in the involvement of music in the commercials. In most of the spots, the music is just a background. On the other hand, there are many examples of deliberate involvement of music in the construction of spots, including the cases where the whole spot is obviously built primarily on the music used. This monograph presents the typology of Corporate Music phenomenon as a part of Corporate Identity of commercial subjects too.

O autorze

Radim Ba uv ík (1975) has obtained his PhD in Theory and History of Music at the Faculty of Arts, Palacký University in Olomouc. He works as a assistant professor at Faculty of Multimedia Communications at the Tomas Bata University in Zlín, Czech Republic. His research is devoted to the issues of arts marketing and music in marketing communication.