Tv-reklamens musik i et tekstanalytisk perspektiv [The music of television commercials from a text analytical perspective]

  • Nicolai Jørgensgaard Graakjær Department of Communication and Psychology, Aalborg University
Keywords: Text analysis, Music in advertising, music in tv-commercials

Abstract

This article examines music in television commercials from a text analytical perspective. An analytical framework is presented involving three interrelated analytic levels: the text, the co-text and the con-text. The level of con-text is presented as a transtextual matter of the relationship between the music appearing in the television commercial and music from outside the commercial. The level of co-text is presented as an analytical issue regarding the relationship between the different textual elements of the television commercial – a primary level of audiovisual signification is identified. The level of text is presented as a matter of the specific structure of music in television commercials and a number of formats are described. Arguably these three interrelated analytical levels are pivotal for the textual analysis of music in television commercials. Each level is discussed and further developed into a number of analytical categories, and throughout, the analytical levels and categories are illustrated with references to recent television commercials broadcast in Denmark.
Published
2010-05-17
How to Cite
Graakjær, N. (2010). Tv-reklamens musik i et tekstanalytisk perspektiv [The music of television commercials from a text analytical perspective]. MedieKultur: Journal of Media and Communication Research, 26(48), 23 p. https://doi.org/10.7146/mediekultur.v26i48.2120