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Calidad Revistas Científicas Españolas
VOL.
22(2)/
2009
Author / Manuel PALENCIA-LEFLER ORS Profesor de Música y publicidad. Universidad Pompeu Fabra. Facultad de Comunicación. 08018 Barcelona.
Article / Music in the advertising communication

Abstract /

Most of the advertisers communicate their brands, values and ideas betting clearly to music as the most outstanding component of the advertisement soundtrack. To manage the advertising music as an object of study, we should classify and arrange the various musical shapes that are used by the advertising, in order to understand the reasons that composers, agencies and advertisers impose their decisions and so understand the evolution and current status of the advertising music. Spain, as a country with a great advertising development, is a good sample of this evolution.

Keywords /

Music, Advertising, Different music in advertising styles, Persuasion, Spanish advertising

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