Tv-reklamens musik i et tekstanalytisk perspektiv [The music of television commercials from a text analytical perspective]
DOI:
https://doi.org/10.7146/mediekultur.v26i48.2120Keywords:
Text analysis, Music in advertising, music in tv-commercialsAbstract
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.Downloads
Published
2010-05-17
How to Cite
Graakjær, N. J. (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
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