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Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising

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  • Scott, Linda M

Abstract

Studies of music in advertising have tended to characterize music as a nonsemantic, affective stimulus working independently of meaning or context. This implicit theory is reflected in methodology and procedures that separate music from its syntax of verbal and visual elements. Consequently, the consumer's ability to judge and interpret music as part of an overall rhetorical intention is overlooked. This article proposes an alternative theory--that music is meaningful, language-like--and calls for both interpretive and empirical research as ways of exploring a richer, potentially more explanatory concept. Copyright 1990 by the University of Chicago.

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  • Scott, Linda M, 1990. "Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 223-236, September.
    • Handle: RePEc:oup:jconrs:v:17:y:1990:i:2:p:223-36
    DOI: 10.1086/208552
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    Cited by:

    1. North, Adrian C. & Sheridan, Lorraine P. & Areni, Charles S., 2016. "Music Congruity Effects on Product Memory, Perception, and Choice," Journal of Retailing, Elsevier, vol. 92(1), pages 83-95.
    2. Steven Bellman & Shruthi Arismendez & Duane Varan, 2021. "Can muted video advertising be as effective as video advertising with sound?," SN Business & Economics, Springer, vol. 1(1), pages 1-27, January.
    3. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    4. Clinton Amos & Nancy Spears & Iryna Pentina, 2016. "Rhetorical Analysis of Resistance to Environmentalism As Enactment of Morality Play between Social and Ecological Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 224-259, March.
    5. Ballouli, Khalid & Heere, Bob, 2015. "Sonic branding in sport: A model for communicating brand identity through musical fit," Sport Management Review, Elsevier, vol. 18(3), pages 321-330.

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