Universitat Internacional de Catalunya
Advertising Music
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
Sound and music are essential components of contemporary media advertising strategies. Although sound receives limited attention in Advertising studies, its use as a tool to influence people's emotions and behaviour is one of the oldest practices in human history. Sound and music appeal to the natural and cultural codes of human beings. When associated with products, services and, above all, ideologies, they can have a profound impact on societies. This course aims to develop students' auditory awareness as a key competence for creating effective advertising projects.
Pre-course requirements
No.
Objectives
- To understand the main types of advertising music and their applications across different commercial communication formats and strategies.
- To analyse the communicative role of sound and music in the development of advertising messages, brand identity, and institutional communication.
- To apply creative and strategic criteria for the selection and use of sound and musical resources in advertising and branding projects.
Syllabus
- Fundamentals of sound perception and musical communication.
- Sound and music as the language of advertising and audiovisual communication.
- Types of advertising music and sound resources applied to commercial communication.
- The influence of cinematic language on audiovisual advertising: narrative, film scores, and meaning-making.
- Sound and musical analysis of television commercials and other audiovisual communication pieces.
- Music libraries. Selection, adaptation, and creation of sound and musical resources for advertising campaigns.
- Case studies: advertising campaigns and communication projects based on the strategic use of sound and music. Trends and emerging applications of sound in advertising and institutional communication.
Bibliography and resources
BETÉS RODRÍGUEZ, K. (2002): El Sonido de la persuasión : relatos publicitarios en la radio. Valencia : Universidad Cardenal Herrera-CEU.
GERTRUDIX BARRIO, M. (2003): Música y narración en los medios audiovisuales. Laberinto. Madrid, 2003.
GUIJARRO, T., MUELA, C. (2000): La Música, la voz, los efectos y el silencio en publicidad: la creatividad en la producción del sonido. Madrid: CIE-Dossat.
GUSTEMS, J. (coord.) (2012): Música y sonido en los audiovisuales. Barcelona: Publicacions i Edicions de la Universitat de Barcelona.
STORR, Anthony: La música y la mente (Paidos, Barcelona, 2008)