The Oxford Handbook of Music and Advertising is an essential guide to the crucial role that music plays in relation to the audio or audiovisual advertising message, from the perspectives of its creation, interpretation, and reception. The book's unique three-part organization reflects this life cycle of an advertisement, from industry inception to mass-mediated text to consumer behaviour. Experts well versed in the practice, analysis, and empirical studies of the commercial message have contributed to the collection's forty-two chapters, which collectively represent the most ambitious and comprehensive attempt to date to address the important intersections of music and advertising.
Handbook chapters are self-contained yet share borders with other contributions within a given section and across the major sections of the book, so readers can either study one topic of particular interest or read through to gain an understanding of the broader issues at stake. Within the book's Introduction, each editor has provided an overview of the unifying themes for the section for which they were responsible, with brief summaries of individual contributions at the beginnings of the sections. The lists of recommended readings at the end of chapters are intended to assist readers in finding further literature about the topic. An overview of industry practices by a music insider is provided in the Appendix, giving context for the three parts of the book.
"Preface About the Contributors Introduction: Music and advertising: Production, text, and reception James Deaville, Siu-Lan Tan, and Ron Rodman PART I. PRODUCTION Edited by: James Deaville Production: Music and the creation of the advertising text James Deaville Music and Advertising Before 1900 1 Advertising the English glee to women, 1750-1800 Bethany Blake 2. Advertising Millie-Christine, or the making of the Two-Headed Nightingale Remi Chiu and Dana Gorzelany-Mostak Selection and Marketing of Music 3. Fitting tunes: Selecting music for television commercials Peter Kupfer 4. Blank music: Marketing virtual instruments James Buhler 5. Contextual marketing: Analyzing networks of musical context in the Digital Age Willem Strank Music for Advertising and Labor 6. Organized labor and commercial advertising: Music unions and J. Walter Thompson Jessica Getman 7. Jazz works: Music, advertising, and labor in Toronto, 1955-1980 Mark Laver Branding through Music 8. Designing identities: Sound and music in automotive and appliance branding Kenneth McLeod 9. Music supervision and branding in an era of ""convergent advertising"" Tim J. Anderson Advertising Corporate Style through Music 10. The conquest of Kool: Jazz, tobacco, and the rise of market segmentation Dale Chapman 11. Loathsome Deutschtum? Wagner and advertising as propaganda in American industrial films of the 1930s and 1940s Julie Hubbert 12. About a b(r)and: Geffen Records, Universal, and the (posthumous) packaging of Nirvana Laurel Westrup Advertising Audiovisual Entertainment 13. Music and the formal structures of contemporary action film trailers Catrin Watts 14. Creating big-screen audiences through small-screen appeals: Film marketing on television through music and sound James Deaville 15. ""Have You Played Atari Today?"" Music and audience in an early video game advertising campaign William Gibbons Selling on Radio 16. ""All those homes beyond the microphone"": Advertising, domesticity, and early country music variety programs in the 1930s David VanderHamm 17. Music and institutional advertising: Consolidated Edison and Echoes of New York Rika Asai PART II. TEXT Edited by: Ron Rodman Text: Analytic and historical perspectives on music and advertising Ron Rodman Approaches to Analyzing Music and Advertising 18. Taking the gift out and putting it back in: From cultural goods to commodities. Timothy D. Taylor 19. Sounds of Coca-Cola-On ""cola-nization"" of sound and music Nicolai Jørgensgaard Graakjær 20. The persistence of memory: Structural functions of music in commercial jingles Ron Rodman Musical Genres and Advertising 21. Popular music, advertising, and ""selling out"" Bethany Klein 22. ""Search and destroy"": Punk in advertising and selling a subculture Jay Beck 23. Selling ""David Bowie"": Commercial appearances and the developing Bowie star image Katherine Reed 24. Medievalism goes commercial: The epic as register in contemporary media David Clem 25. ""Pushin' it"": Sounding difference through humor in Geico's 2014 Salt-N-Pepa spot Joanna Love Music and Advertising Genres 26. ""Once you hear this, act fast"": Music in Civil Defense television advertisements, 1950-1970 Reba Wissner 27. ""Everything is not awesome"": Playful adaptation and the aurality of ecoconscious media in Greenpeace's ""Save the Arctic"" campaign Kate Galloway 28. Exploiting the frontier: Advertising and the Western soundtrack Mariana Whitmer Music and Political Ads 29. Music and sound design as propaganda in Hell-Bent for Election Lisa Scoggin 30. As heard on: The changing musical language of Presidential campaign ads Justin Patch 31. From the subliminal to the ridiculing: How U.S. campaign ads use music to evoke four basic and two compound emotions Paul Christiansen PART III. RECEPTION Edited by: Siu-Lan Tan Reception: Empirical approaches to the study of music and advertising Siu-Lan Tan Frameworks: Models, Mechanisms, and Methods 32 Toward a utilitarian theory of consumer response to advertising music Lincoln G. Craton 33 Hearing, remembering, and branding: Setting strategic directions for sonic branding research Vijaykumar Krishnan and James J. Kellaris 34 Methods for testing the emotional effects of music in advertising and brand communication Daniel Müllensiefen Cognitive and Affective Responses to Music and Advertising 35 Commercial sound: A review of the effects of popular music in radio and television advertising David Allan 36 Music with the message in mind: Cognitive responses to background music in advertising Cynthia Fraser 37 Musical congruity in advertising: Established and emerging research themes Steve Oakes and Morteza Abolhasani 38 Audiovisual advertising: Effects of music on psychological transportation and narrative persuasion Madelijn Strick 39 Music as advertisement: Capturing and sustaining attention in the attention economy era Hubert Léveillé Gauvin Music and Sound in (Multi)Sensory Marketing 40 Sensory marketing in advertising and service environments Bertil Hultén 41 Sound in the context of (multi)sensory marketing Klemens Knoeferle and Charles Spence APPENDIX The ad creation process: From production to reception Lawrence Harte Subject/Author Index"
"James Deaville teaches Music in the School for Studies in Art and Culture at Carleton University, Ottawa, Canada. He edited Music in Television (2010) and with Christina Baade co-edited Music and the Broadcast Experience (2016). Siu-Lan Tan is the James A.B. Stone Professor of Psychology at Kalamazoo College USA. She is co-author of a leading text entitled Psychology of Music: From Sound to Significance (2018) and co-editor of The Psychology of Music in Multimedia (2013). Ron Rodman is Dye Family Professor of Music at Carleton College in Northfield, Minnesota. His book, Tuning In: American Narrative Television Music was published 2010, and that same year he wrote the entry for ""Television Music"" for the New Grove Dictionary of American Music."
