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Arts & Communication Music and sound in Greek TV commercials

The Loux beverages advertisement exudes a strong flavor, it also includes seven other flavors. This strategy
summer vibe, reinforcing the brand’s association with fun efficiently reminds the audience of the product’s variety
and good times. The jingle begins with a few notes played while saving time and space.
on the bouzouki, a long-necked string instrument with a
distinctive sound that is instantly recognizable to Greeks 6.5. Case study V: Fage Total yogurt – “Simply
of all ages. This traditional culture quickly transitions captivating” (2019)
into modern composition, reflecting the blend of heritage The advertisement for Fage Total yogurt is a sophisticated
and contemporary flair that defines the brand. The lyrics, blend of visual and auditory elements creating an attractive
adapted for advertising purposes and sung in Greek, narrative that transition from an imaginary representation
emphasize the connection between the consumer and to everyday reality. Fage employs cinematic sound effects
the product. Both the lyrics and the music are central to to draw a parallel between the classic total yogurt and a
driving the action, as the visuals align perfectly with the snow-covered landscape.
audio, making sound the primary driver of the narrative. The ad begins with a surreal, digitally manipulated
The young protagonist is portrayed as a tourist 7-s sequence featuring crystalline sounds reminiscent
searching for an orange grove on the island of Naxos, likely of soft skating on ice, accompanied by distorted effects.
on vacation, as suggested by his attire and the camera This auditory landscape is complemented by metallic
around his neck. The map of Naxos clearly signals the chimes and dreamcatcher-like sounds, creating an ethereal
location to the viewer. From the outset, the protagonist atmosphere. The visual representation mirrors this
realizes he does not need the map to find Loux; instead, otherworldly soundscape, depicting the yogurt as a snow-
he follows the musical cues guiding him toward it. The capped mountain with cereal flakes falling like snow.
music and sound serve as navigational tools, with the Following the “explosive” strawberry flavor, cereal
visuals confirming that these auditory signals are leading flakes descend upon the white yogurt, reminiscent of
him in the right direction. At every turn, the color orange snowflakes. At 00:08, the scene transitions, bringing the
is prominently featured, referencing the orange soft drink. viewer back to reality. A young girl, seated at the kitchen
The dance moves of the people he encounters also serve as table, samples Total’s “captivating” flavor. Her mother is
part of the “acoustic map,” reinforcing the lively, energetic visible in the background, engaged in household tasks. The
theme of the ad. expressions and realistic settings are notably quotidian,
The new phrase “Loux-out dancing” embodies the devoid of any palpable enthusiasm. The ad’s underlying
concept of passionate movement. If people were static or message is that classic Total yogurt, with a fruity topping,
reacted differently, they would likely not align with the adds a pleasant element to daily life, using the peripheral
theme. The rhythm, music, and dance moves are integral route of persuasion.
parts of the ad’s thematic puzzle. The music is realistic The crystalline resonance sounds like a gentle glide on a
and plays a crucial role, reflecting the vibrancy of Loux cymbal with a distortion effect, caressing the frozen yogurt
orange refreshment. This is why everyone engages in and highlighting the brightness of its white hue. Then, the
the Loux dance. By the end, the protagonist reaches explosive red color of the strawberry is accompanied by
his destination, tastes the orange soft drink, and begins the sound of wind chimes and the gradual acceleration
dancing enthusiastically, emulating the dance moves of the of a propeller. These auditory effects evoke the element of
people he encounters along the way. air, giving depth to the image’s spatial dimension. Finally,
The movements of the characters convey intense a harmonious keyboard accompaniment provides a
excitement. The viewer is led to believe that this is an foundation for the unfolding auditory overlay. After tasting
original type of dance and bodily motion. This approach the yogurt, an auditory decompression occurs, leaving
makes the promotional campaign itself stand out and only the authentic sound of a fan audible. The previous
establishes a unique identity closely tied to the trademark. sound effects musically describe the sensation evoked by
The brand-new wording is distinctive, memorable, and the yogurt’s flavor.
effectively supports the slogan. Finally, the final frame As a result, the music remains a non-realistic narrative
displays all the flavors of Loux soft drinks, and the metallic element, yet it plays a crucial role in communicating the
sound of the bells, heard simultaneously, matches the glass commercial’s message, making it descriptive in nature. The
packaging. Glass produces a crystalline sound when struck, narrator echoes the slogan “Simply captivating” as the final
whereas plastic sounds hollow. Although this detail may scene shows the classic Total 5% yogurt packaging. The ad
seem minor, it aligns seamlessly with the visual elements. concludes without musical accompaniment, with the final
Moreover, although the ad highlights the classic orange image integrated into the scene. The absence of music at

Volume 3 Issue 2 (2025) 15 doi: 10.36922/ac.4374