TY - JOUR AU - Graakjær, Nicolai Jørgensgaard PY - 2010/05/17 Y2 - 2024/03/28 TI - Tv-reklamens musik i et tekstanalytisk perspektiv [The music of television commercials from a text analytical perspective] JF - MedieKultur: Journal of media and communication research JA - MedieKultur VL - 26 IS - 48 SE - Articles: Theme section DO - 10.7146/mediekultur.v26i48.2120 UR - https://tidsskrift.dk/mediekultur/article/view/2120 SP - 23 p. AB - 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. ER -