图书简介

Preface; About the Contributors; Introduction: Music and advertising: Production, text, and reception; James Deaville, Siu-Lan Tan, and Ron Rodman; PART I. PRODUCTION; Edited by: James Deaville; Production: Music and the creation of the advertising text; James Deaville; Music and Advertising Before 1900; 1 Advertising the English glee to women, 1750-1800; Bethany Blake; 2. Advertising Millie-Christine, or the making of the Two-Headed Nightingale; Remi Chiu and Dana Gorzelany-Mostak; Selection and Marketing of Music; 3. Fitting tunes: Selecting music for television commercials; Peter Kupfer; 4. Blank music: Marketing virtual instruments; James Buhler; 5. Contextual marketing: Analyzing networks of musical context in the Digital Age; Willem Strank; Music for Advertising and Labor; 6. Organized labor and commercial advertising: Music unions and J. Walter Thompson; Jessica Getman; 7. Jazz works: Music, advertising, and labor in Toronto, 1955-1980; Mark Laver; Branding through Music; 8. Designing identities: Sound and music in automotive and appliance branding; Kenneth McLeod; 9. Music supervision and branding in an era of convergent advertising; Tim J. Anderson; Advertising Corporate Style through Music; 10. The conquest of Kool: Jazz, tobacco, and the rise of market segmentation; Dale Chapman; 11. Loathsome Deutschtum? Wagner and advertising as propaganda in American industrial films of the 1930s and 1940s; Julie Hubbert; 12. About a b(r)and: Geffen Records, Universal, and the (posthumous) packaging of Nirvana; Laurel Westrup; Advertising Audiovisual Entertainment; 13. Music and the formal structures of contemporary action film trailers; Catrin Watts; 14. Creating big-screen audiences through small-screen appeals: Film marketing on television through music and sound; James Deaville; 15. Have You Played Atari Today? Music and audience in an early video game advertising campaign; William Gibbons; Selling on Radio; 16. All those homes beyond the microphone: Advertising, domesticity, and early country music variety programs in the 1930s; David VanderHamm; 17. Music and institutional advertising: Consolidated Edison and Echoes of New York; Rika Asai; PART II. TEXT; Edited by: Ron Rodman; Text: Analytic and historical perspectives on music and advertising; Ron Rodman; Approaches to Analyzing Music and Advertising; 18. Taking the gift out and putting it back in: From cultural goods to commodities.; Timothy D. Taylor; 19. Sounds of Coca-Cola-On cola-nization of sound and music; Nicolai Jorgensgaard Graakjaer; 20. The persistence of memory: Structural functions of music in commercial jingles; Ron Rodman; Musical Genres and Advertising; 21. Popular music, advertising, and selling out; Bethany Klein; 22. Search and destroy: Punk in advertising and selling a subculture; Jay Beck; 23. Selling David Bowie: Commercial appearances and the developing Bowie star image; Katherine Reed; 24. Medievalism goes commercial: The epic as register in contemporary media; David Clem; 25. Pushin’ it: Sounding difference through humor in Geico’s 2014 Salt-N-Pepa spot; Joanna Love; Music and Advertising Genres; 26. Once you hear this, act fast: Music in Civil Defense television advertisements, 1950-1970; Reba Wissner; 27. Everything is not awesome: Playful adaptation and the aurality of ecoconscious media; in Greenpeace’s Save the Arctic campaign; Kate Galloway; 28. Exploiting the frontier: Advertising and the Western soundtrack; Mariana Whitmer; Music and Political Ads; 29. Music and sound design as propaganda in Hell-Bent for Election; Lisa Scoggin; 30. As heard on: The changing musical language of Presidential campaign ads; Justin Patch; 31. From the subliminal to the ridiculing: How U.S. campaign ads use music to evoke four basic and two compound emotions; Paul Christiansen; PART III. RECEPTION; Edited by: Siu-Lan Tan; Reception: Empirical approaches to the study of music and advertising; Siu-Lan Tan; Frameworks: Models, Mechanisms, and Methods; 32 Toward a utilitarian theory of consumer response to advertising music; Lincoln G. Craton; 33 Hearing, remembering, and branding: Setting strategic directions for sonic branding research; Vijaykumar Krishnan and James J. Kellaris ; 34 Methods for testing the emotional effects of music in advertising and brand communication; Daniel Mullensiefen; Cognitive and Affective Responses to Music and Advertising ; 35 Commercial sound: A review of the effects of popular music in radio and television advertising; David Allan ; 36 Music with the message in mind: Cognitive responses to background music in advertising; Cynthia Fraser; 37 Musical congruity in advertising: Established and emerging research themes; Steve Oakes and Morteza Abolhasani ; 38 Audiovisual advertising: Effects of music on psychological transportation and narrative persuasion; Madelijn Strick ; 39 Music as advertisement: Capturing and sustaining attention in the attention economy era; Hubert Leveille Gauvin; Music and Sound in (Multi)Sensory Marketing; 40 Sensory marketing in advertising and service environments; Bertil Hulten ; 41 Sound in the context of (multi)sensory marketing; Klemens Knoeferle and Charles Spence; APPENDIX; The ad creation process: From production to reception; Lawrence Harte; Subject/Author Index

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