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Arts & Communication Music and sound in Greek TV commercials

The analytical part of the research highlights the structural of the ad is “Better together.” Across a combination of
analysis of the audio, verbal, and visual material and visual, auditory, and textual elements, the advertisement
their relationship with the message and purpose of the emphasizes family unity and Coca-Cola’s role in facilitating
advertisement. The two main categories are image and these connections.
music analyses. Within these two categories, smaller units Carefully chosen musical elements accompany the
emerged such as the directorial approach to advertising, five distinct scenes. The opening scenes feature a brief
the general context, social values and standards, the introductory piece with a tempo of 80 BPM in a 12/8 blues
interactions of the individual elements to show the final style, set in G major. The instrumentation, presumably
meaning, distinct symbols, and signs, and the role of digital, includes keyboards, drums, and guitars. This
the cognitive approach to advertising, considering the musical introduction establishes a nostalgic and emotional
aforementioned theories on the relationship between tone for the narrative.
moving images and sounds.
The visual storyline begins with images of parents
The qualitative research utilized an analytical table observing their child’s early developmental milestones,
with its main columns/categories being scene, time, such as crawling and taking their steps. These scenes are
music, image, and comments. The term “scene” refers to accompanied by captions that highlight the challenge of
changes in scenes, actions, or images. “Time” was related maintaining close relationships with children as they grow
to the duration of each part of the commercial, whereas up. The opening scenes evoke feelings of joy and parental
“music” covered all the audio elements. Anything related pride. The third scene depicts a mother smiling as she
to the visual aspect belonged to the “image” column. In sends her child off to school, continuing the joyful tone.
the “comments” section, additional observations were However, the fifth introduces a shift in emotion, showing
included, which were helpful in the detailed review of each a teenager entering the house without acknowledging
advertisement. his mother and isolating himself in his room. This visual
The emotional tone of the plot is essential and was, thus, progression is mirrored in the background lyrics (Table 2),
separately analyzed in each advertisement. Advertising is a which transition from “laughed” to “left,” symbolizing the
simplified form of art, much less complex than the art of emotional distance between parents and their teenage
cinema, so the emotional context is usually quite distinct. children.
The interdisciplinary approach proposed by Salgar forms a Each image evokes a range of emotions, from joy
basis for analyzing the commercials under consideration. to anguish, with the primary purpose being to move
3
The selected advertisements were created by both the audience. The emotional charge adds depth to
multinational and well-known domestic companies in the the advertisement and contributes to the dynamic
Greek market. Aired during prime-time viewing hours development of its plot. Musically, the commercial follows
on major private channels, the advertisements targeted a a linear and dynamic melodic course, building to a gradual
broad audience by associating commodities with everyday climax. This technique gives the music both expressive and
needs and emphasizing happiness, quality, and status, temporal functions. The powerful combination of visual
which would resonate with households across the nation. and auditory elements taps into viewers’ instincts, leading
Presented below are six case studies, spanning from 2015 them to respond emotionally rather than logically. The ad’s
to 2020, that illustrate both the symbolic interpretations argument (“Better together”) carries social significance and
of the commercials’ content and the methodology of the
audiovisual analysis used. Table 2. Bring it home to me by Coca‑Cola – “Better
together” (2015)
6.1. Case study I: Bring it home to me by Coca-Cola –
“Better together” (2015) # Original lyrics
The advertisement for the renowned multinational soft 1 You know I laughed, ha ha?
drink company Coca-Cola is a succinct and emotionally 2 When you left
rich narrative lasting approximately 29 s. This ad presents 3 But now I know
five main scenes depicting the progression of family life. In 4 I only hurt myself
particular, it visually narrates a child’s development from 5 Bring to me
taking their first steps to achieving independence during 6 Bring your sweet loving
adolescence. Each step of development features different
characters, creating an impression of a parallel timeline, 7 Being it home to me
although the storyline itself is linear. The main message 8 Yeah

Volume 3 Issue 2 (2025) 10 doi: 10.36922/ac.4374