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.
Competences/Learning outcomes of the degree programme
- CN01 - Explain the foundations of classical and contemporary culture in order to interpret current communication trends and phenomena.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
- CP07 - Produce audiovisual advertising projects using core techniques in storytelling, recording, editing and post-production for a range of formats and media channels, taking economic viability into account.
- CP09 - Create multi-platform advertising content using narrative and digital marketing strategies adapted to different formats and channels.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB06 - Apply the stages of audiovisual production to the development of advertising and public relations campaigns across different media.
- HB08 - Develop creative advertising messages, adapting language and style to different contexts and formats.
Learning outcomes of the subject
Students will be able to:
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To work confidently in a professional television and radio studio.
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To use video and audio editing software proficiently, including artificial intelligence tools to automate tasks such as improving image and sound quality.
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To master audiovisual language by integrating music effectively into narratives to enhance the impact of advertising communications.
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To identify different types of advertising music and the main sound libraries, while exploring platforms that use artificial intelligence to generate customised soundtracks.
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To master advertising language, both verbal and audiovisual, in order to create adverts aimed at different audiences and adapted to various media formats.
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To apply advertising creativity in digital environments.
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)