Music in the foreground: an analysis of social representation of music in commercials

Abstract

Using examples of audiovisual advertising, in this article we intend to show the concepts and conventions present in contemporary society with regard to music. As an autonomous symbolic element, the representation of an orchestra can connect with the idea of social class, but also with the notion of precision, coordination, technical perfection, control and even delicacy, while the image of a choir has been used to emphasize the ideas of humanity, strength, community and overcome. On the other hand, for many social groups advertising is somehow synonymous with musical creativity because music is highly integrated in this area as a constant source of innovation and creativity. Audiovisual advertising also shows how for a vast majority of people, music is also a vehicle to express feelings and induce nostalgia for personal experiences.