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Arts & Communication Music and sound in Greek TV commercials

and local enterprises. In this study, it was observed – this tonal focus to achieve a similar “tuning” with their
based on the principles of musical structure – that pieces audience, generating a familiar and homogeneous acoustic
composed at fast tempos aim to convey action, excite the framework.
audience, and create an uplifting mood. These are typically In certain instances, the absence of music or the
associated with pop/rock songs and dance music (e.g., strategic use of pauses accentuates an ad’s meaning and
the Loux orange juice ad). Music with a relatively fast to overall atmosphere, as seen in the Nespresso and Fage
moderate tempo is often accompanied by lyrics and serves commercials. Many advertisements typically conclude by
a descriptive role. presenting their final message and product display alongside
The tonal range of the human voice plays a crucial music. Interestingly, some ads incorporate unique musical
role in creating melodies that are accessible, appealing, techniques to enhance their impact. For example, in the
and easy for the audience to sing along with. The music Molto croissant commercial, the music does not resolve to
accompanying advertisements can be simply reproduced the tonic scale but instead ends on the dominant chord.
by listeners. Commercials aim to support positive Similarly, in the Vitam Butter advertisement, the music
audience psychology rather than challenge musical or – written in D major – fades out on the fifth note of the
artistic abilities. It is worth noting that, in most cases, the scale rather than concluding with a perfect cadence. These
voices were predominately male. However, this alone does varied approaches to scoring advertisements are designed
not allow for conclusive insights into the role of gender to emphasize the promotional message and capture the
in advertising voiceovers. A larger body of material and viewer’s attention, leaving a memorable final impression.
advertisements would need to be analyzed to draw more The same principle applies to the opening sections.
comprehensive conclusions. This study represents a Music typically begins with an introductory melody based
limited sample and should be considered a starting point on the tonic chord, establishing the harmonic and acoustic
for further research. framework of the commercial. This technique, which
The duration of an advertisement affects how its music precedes other sounds, aims to focus the audience on the
will be designed and adapted to make a greater impact. The verbal message by providing a moment of reduced sensory
shorter the advertisement, the more cleverly the composer input. This brief respite allows for easier processing and
must manage time. The Vitam yogurt commercial is an memory retention, especially when transitioning between
outstanding example of this. In this case, the product advertisements or from other content. In fact, these
itself becomes a musical instrument, showcasing how musical strategies serve as short auditory breaks between
the creators of the audiovisual material collaborated streaming videos or television programs, providing a
with exceptional dedication to produce the best possible moment of cognitive reset for the audience.
outcome. This ad also highlights the dominant role of The constant influx of information on TV can be
sound and music in the promotional campaign. In other overwhelming, making moments of entertainment and
advertisements, such as the Molto croissant commercial, enjoyment essential. Television programs often provide a
where the duration is the longest among the examples, the respite from this data overload. In advertising production,
plot allows for greater development and narration, with the many commercials incorporate unique and original audio
music following a slow and steady tempo. Finally, Loux’s and visual elements to capture the audience’s attention.
ad skillfully integrated a multitude of images within its A standout example is the Loux advertisement, which
36-s duration, ensuring that the music not only captures cleverly combines speech, music, imagery, and movement,
all the essential characteristics of the product but also seamlessly encapsulating the entire plot within a single
complements the local cultural ambiance with an upbeat pun. This multisensory approach demonstrates the power
rhythm. Nonetheless, the most notable management of of integrated marketing communications. Another notable
music tempo and timing is exemplified by the Coca-Cola example is the Nespresso coffee commercial, which
advertisement. skillfully blends dialog, action, and music.
The harmony in the ads’ music largely utilized major The added value of music in image and television
scales. Minor scales were observed in cases where advertising is evident in Greek commercials, where sound
commercials referenced the company’s exceptional value actively shapes the final impression of the marketing
or conveyed a sense of progression. Their dominant message. It is no coincidence that many commercials often
pitch-related center is placed around note A (440 Hz)—a conclude with music. The intentional absence of music,
frequency that serves as the basis for tuning a group though rarely used, can powerfully amplify the core idea
of musical instruments to resonate harmoniously. The by creating a striking contrast that captivates the audience.
curators of the musical components may have chosen The strategic use of music at the end of an advertisement

Volume 3 Issue 2 (2025) 17 doi: 10.36922/ac.4374