Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement
Many journalists and scholars overlook the discursive role of music in TV political advertisements. But we argue that music is a potent means of political persuasion. Music in advertisements is determinative; all other elements—images, voiceovers, sound effects, written text, and so on—are circumscr...
| Main Authors: | , |
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| Format: | Article |
| Language: | Danish |
| Published: |
Sammenslutningen af Medieforskere i Danmark (SMID)
2011-06-01
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| Series: | MedieKultur: Journal of Media and Communication Research |
| Subjects: | |
| Online Access: | https://tidsskrift.dk/mediekultur/article/view/2857 |
| _version_ | 1811334336459309056 |
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| author | Matthew A. Killmeier Paul Christiansen |
| author_facet | Matthew A. Killmeier Paul Christiansen |
| author_sort | Matthew A. Killmeier |
| collection | DOAJ |
| description | Many journalists and scholars overlook the discursive role of music in TV political advertisements. But we argue that music is a potent means of political persuasion. Music in advertisements is determinative; all other elements—images, voiceovers, sound effects, written text, and so on—are circumscribed by the music and interpreted in relation to it. Music determines an advertisement’s character through framing and underscoring; musical frames establish interpretative categories and generate expectations, while underscoring comprises music that closely coordinates with images and voiceovers to form a persuasive aesthetic and rhetorical unity. A close reading of a 2004 Bush-Cheney advertisement applies this theory of frames and underscoring to explain the advertisement’s effectiveness. Without music, the advertisement would not only fail to persuade, it would also make no sense. |
| first_indexed | 2024-04-13T17:07:22Z |
| format | Article |
| id | doaj.art-c1de36eaac8a4889a09c0ba8e7506f09 |
| institution | Directory Open Access Journal |
| issn | 0900-9671 1901-9726 |
| language | Danish |
| last_indexed | 2024-04-13T17:07:22Z |
| publishDate | 2011-06-01 |
| publisher | Sammenslutningen af Medieforskere i Danmark (SMID) |
| record_format | Article |
| series | MedieKultur: Journal of Media and Communication Research |
| spelling | doaj.art-c1de36eaac8a4889a09c0ba8e7506f092022-12-22T02:38:26ZdanSammenslutningen af Medieforskere i Danmark (SMID)MedieKultur: Journal of Media and Communication Research0900-96711901-97262011-06-01275010.7146/mediekultur.v27i50.28573453Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisementMatthew A. Killmeier0Paul Christiansen1University of Southern MaineUniversity of Southern MaineMany journalists and scholars overlook the discursive role of music in TV political advertisements. But we argue that music is a potent means of political persuasion. Music in advertisements is determinative; all other elements—images, voiceovers, sound effects, written text, and so on—are circumscribed by the music and interpreted in relation to it. Music determines an advertisement’s character through framing and underscoring; musical frames establish interpretative categories and generate expectations, while underscoring comprises music that closely coordinates with images and voiceovers to form a persuasive aesthetic and rhetorical unity. A close reading of a 2004 Bush-Cheney advertisement applies this theory of frames and underscoring to explain the advertisement’s effectiveness. Without music, the advertisement would not only fail to persuade, it would also make no sense.https://tidsskrift.dk/mediekultur/article/view/2857Music in advertising, political advertising, musical persuasion |
| spellingShingle | Matthew A. Killmeier Paul Christiansen Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement MedieKultur: Journal of Media and Communication Research Music in advertising, political advertising, musical persuasion |
| title | Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement |
| title_full | Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement |
| title_fullStr | Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement |
| title_full_unstemmed | Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement |
| title_short | Wolves at the Door: Musical persuasion in a 2004 Bush-Cheney advertisement |
| title_sort | wolves at the door musical persuasion in a 2004 bush cheney advertisement |
| topic | Music in advertising, political advertising, musical persuasion |
| url | https://tidsskrift.dk/mediekultur/article/view/2857 |
| work_keys_str_mv | AT matthewakillmeier wolvesatthedoormusicalpersuasionina2004bushcheneyadvertisement AT paulchristiansen wolvesatthedoormusicalpersuasionina2004bushcheneyadvertisement |