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Arts & Communication Music and sound in Greek TV commercials

this point allows the viewer to focus exclusively on the sound of a circus drum roll is heard. This musical opening
visual element and the advertising message. is accompanied by the announcer’s phrase, “Welcome your
To summarize, the narrative arc of the ad can be divided favorite Vitam” as if presenting the next act of a show. The
into three distinct phases. The opening scene (00:00–00:07) drum sound culminates with a cymbal crash, emphasizing
establishes a symbolic connection between the yogurt and the word “new.” In this instance, the sound is realistic and
a winter landscape, using digital sound manipulation and central to the action. The auditory components convey the
visual effects to create an immersive, dreamlike experience. advertisement’s message, and the visuals become part of
The transitional sequence (00:08–00:11) features a gradual this musical presentation.
crescendo of propeller-like sounds, signaling a shift from After the drum introduction ends, the packaging
the imaginary to the real world. This transition is visually changes. At 00:04, the new packaging appears in white
represented by zooming out from the spoon, revealing that and gold hues. The music transitions to a carefree, relaxed,
the entire “frozen” sensation is contained within it. The and pleasant melody in D major that sounds familiar and
final segment (00:12–00:20) shows a domestic setting with emphasizes the final message: “Taste and proper nutrition.”
a young girl eating yogurt at the kitchen table while her The transitional music, with a tempo of around 84 BPM, is
mother performs household tasks. The color palette shifts non-diegetic and features MIDI sounds and a distinctive
to cool blue tones, grounding the scene in everyday reality. whistle. The moderate speed alleviates the intensity of the
The ad uses various symbolic elements to convey its drum sound for the audience. The whistle enters toward
general message. The initial fictitious sequence symbolizes the end of the advertisement and complements the light-
the sensory experience of consuming Fage Total yogurt, hearted mood. This auditory element, along with the
presenting it as an extraordinary, “captivating” pleasure. The music, concludes on an A note, deliberately avoiding
transition to reality – from fictional scenery to the mundane a perfect cadence. This musical choice creates a sense
domestic scene – suggests that this exceptional experience of openness and continuity rather than finality. Such
is accessible in everyday life, sparking the audience’s a technique engages the listener’s cognitive processes,
intrigue. The contrast between the narrator’s enthusiastic potentially enhancing the advertisement’s memorability
proclamation and the conventional household backdrop is and effectiveness. The unresolved musical ending subtly
not only a subtle tension but also an entrancing one, implying encourages the audience to remain engaged with the
that the product adds excitement to routine activities. The brand, activating both auditory and mnemonic pathways
Fage Total yogurt ad effectively uses cinematic sound effects in the brain.
and visual metaphors to elevate a common dairy product The advertisement serves an instructive purpose,
to an extraordinary sensory experience. It suggests that this reassuring the audience that only the packaging is
yogurt can bring a pleasant note to daily life by juxtaposing changing, while the content remains the same. As in
illusory elements with commonplace conditions. Ultimately, previous advertisements, the dynamic evolution of the
the message “Simply captivating,” reinforced both by the product is observed over time. Whether it involves new
narrator and on-screen text, encapsulates the product’s flavors, innovative shapes, or simply new packaging
promise of bringing excitement to the ordinary. colors, it appears that companies aim to demonstrate
constant evolution, suggesting that goods and services
6.6. Case study VI: Vitam Soft Butter – “Taste and are modernizing while quality and values stay true
proper nutrition” (2020) to tradition. This short Vitam Butter advertisement
The advertisement for Vitam Soft Butter is brief (lasting effectively communicates its message of packaging change
just 11 s) and has a relatively simple structure. The while maintaining product consistency through visual
virtual presentation of Vitam Soft Butter is primarily transformation, strategic sound design, and concise
informational and showcases the “transformation” of its narration. The commercial employs both central and
packaging. The goal is not to promote the product or offer peripheral routes of persuasion, appealing to consumers’
a special deal, but to highlight the shift from the classic rationality regarding product quality and their emotional
yellow packaging to its new white design. This serves as a connection to familiar branding.
reminder of the product’s quality and taste. The ad seeks to
persuade through the central route of cognition, focusing 7. Discussion and conclusions: Interpreting
on informing viewers about the packaging update and the music in Greek television commercials
nutritious nature of Vitam Butter. Music and sound are integral parts of the television
The round-shaped packaging transforms into a drum advertising experience, functioning as essential
as two butter knives strike it. The distinctive, introductory promotional tools for both large multinational corporations

Volume 3 Issue 2 (2025) 16 doi: 10.36922/ac.4374