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The Post Jingle Years: Popular Music in Advertising 2008-2012

The Post Jingle Years: Popular Music in Advertising 2008-2012

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Published by Katy Flint
Studies of music in advertising tend to be either outdated or concentrated on America. Much can change in this field in a small amount of time, so updated research needs to be undertaken, and relevant questions asked about the relationship between popular music and advertising in Britain.

This dissertation focuses on three trends that are currently prevalent in advertisements: the cover song, the female cover song, and world music in advertising. Research has been gained through analysis of three main case studies that embody these current trends. Due to the filmic nature of music in recent adverts, consultation of film literature has aided in analysis. Sociological readings and theories were also consulted for the investigation into world music in advertising. Other secondary sources included scholarly journals, newspaper articles, literature on popular culture, and both advertising and musicological perspectives have been considered throughout the thesis.

This dissertation proposes that there is now a genre of ‘advert’ music, populated by slow tempo cover versions, pianos and female singers. It suggests that advertisers commodify empowerment through female cover versions to sell products to women. It also finds that the genre of world music is often used as an ‘other’ in adverts, to promote a sense of voyage and exoticism. It concludes that music in advertising has changed. The emphasis is now on the lifestyle advert, and popular music acts as a signifier for an experience that in reality does not exist. It also concludes that when a song is recontextualised in an advert, its meaning changes, with the result that it becomes hard to separate ‘advert’ music, from popular music.
Studies of music in advertising tend to be either outdated or concentrated on America. Much can change in this field in a small amount of time, so updated research needs to be undertaken, and relevant questions asked about the relationship between popular music and advertising in Britain.

This dissertation focuses on three trends that are currently prevalent in advertisements: the cover song, the female cover song, and world music in advertising. Research has been gained through analysis of three main case studies that embody these current trends. Due to the filmic nature of music in recent adverts, consultation of film literature has aided in analysis. Sociological readings and theories were also consulted for the investigation into world music in advertising. Other secondary sources included scholarly journals, newspaper articles, literature on popular culture, and both advertising and musicological perspectives have been considered throughout the thesis.

This dissertation proposes that there is now a genre of ‘advert’ music, populated by slow tempo cover versions, pianos and female singers. It suggests that advertisers commodify empowerment through female cover versions to sell products to women. It also finds that the genre of world music is often used as an ‘other’ in adverts, to promote a sense of voyage and exoticism. It concludes that music in advertising has changed. The emphasis is now on the lifestyle advert, and popular music acts as a signifier for an experience that in reality does not exist. It also concludes that when a song is recontextualised in an advert, its meaning changes, with the result that it becomes hard to separate ‘advert’ music, from popular music.

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Published by: Katy Flint on Aug 21, 2013
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10/14/2013

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1
 
The Post-jingle Years: Popular Music andAdvertising from 2008 to 2012
Katy Flint
 
2
Abstract
Studies of music in advertising tend to be either outdated or concentrated on America.Much can change in this field in a small amount of time, so updated research needs to be undertaken, and relevant questions asked about the relationship between popular music and advertising in Britain.This dissertation focuses on three trends that are currently prevalent inadvertisements: the cover song, the female cover song, and world music inadvertising. Research has been gained through analysis of three main case studies thatembody these current trends. Due to the filmic nature of music in recent adverts,consultation of film literature has aided in analysis. Sociological readings and theorieswere also consulted for the investigation into world music in advertising. Other secondary sources included scholarly journals, newspaper articles, literature on popular culture, and both advertising and musicological perspectives have beenconsidered throughout the thesis.This dissertation proposes that there is now a genre of ‘advert’ music, populated byslow tempo cover versions, pianos and female singers. It suggests that advertiserscommodify empowerment through female cover versions to sell products to women.It also finds that the genre of world music is often used as an ‘other’ in adverts, to promote a sense of voyage and exoticism. It concludes that music in advertising haschanged. The emphasis is now on the lifestyle advert, and popular music acts as asignifier for an experience that in reality does not exist. It also concludes that when asong is recontextualised in an advert, its meaning changes, with the result that it becomes hard to separate ‘advert’ music, from popular music.
 
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Contents
 List of Illustrations and Musical Examples
4
 Introduction
51 Unfamiliar Familiarities: John Lewis and ‘From Me to You’ 102 ‘It’s a Man’s World’: The Female Cover Version in Advertising 193 World Music as the ‘Exotic Other’: Ladysmith Black Mambazo andRice Krispies 29 
Conclusion
37
Select Filmography
40
 Bibliography
42

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