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Arts & Communication Music and sound in Greek TV commercials

underscores its importance in the overall promotional stand out. Most commercials employ non-diegetic music
plan. Most companies, if not all, have their trademark and merge realistic elements with imagination. Advertising
jingle as part of their branding strategy. These musical messages typically use positive reinforcement and appeal
symbols become an integral part of the product or label to consumers’ psychology, employing techniques that rely
identity, enhancing audience recall. The elevation of sound on peripheral cognitive processing to achieve their key
as a primary feature in TV advertising demonstrates its promotional objectives: (a) Undermining competition, (b)
immense value. Just as individuals respond to their unique Reminding consumers of product value, (c) Strengthening
names, companies have their own auditory identifiers— the brand through new packaging, flavors, or complementary
their own jingles. These melodic snippets are often heard products, and (d) Combining tradition with modernity to
throughout the commercial or at its conclusion, reinforcing boost product and brand credibility.
brand recognition. The digitization of media is evident in both the
A successful example of building up a musical identity aural and visual aspects of Greek advertising. Musical
in advertising is Coca-Cola’s 2015 campaign, which instruments used are primarily digital, likely due to cost
seamlessly incorporates Sam Cooke’s track, transitioning and time considerations. The main instruments featured are
from a 12/8 rhythm to the 4/4 time signature of the keyboards (producing various digital sounds), guitars, and
company’s famous jingle. This integration demonstrates drums. Between 2015 and 2020, Greece was still grappling
how music can unify an entire advertising concept. with the financial crisis, which impacted all media sectors.
Digital sound design and production provide a more cost-
Television commercials have evolved to target both
broad and niche audiences. A representative example of effective and time-efficient alternative to creating original
this approach is Loux’s advertisement, which vigorously live music while maintaining high cinematographic
employs the distinctive sound of the traditional Greek standards. The shift toward digital methods resulted in
bouzouki, deeply rooted in the country’s musical heritage significant savings for advertisers in terms of both effort
and cultural identity. The incorporation of bouzouki and money. Finally, companies aiming for maximum profit
music in Loux’s advertisement serves multiple purposes. It often strive for mass consumption, requiring frequent
immediately forges a strong connection with Greek culture, production cycles. By employing digital technologies,
resonating with the local audience. As the commercial is set these companies could efficiently produce and distribute
on the Greek island of Naxos, the music helps establish a content on a large scale, meeting broad audience demands
vivid sense of place and ambiance. Finally, by incorporating and maximizing revenue potential.
this traditional element, Loux strengthens its position as a Advertisements aim to create a seamless fusion of
Greek company, catering primarily to the local market. sounds and images, presenting a unified, cohesive product
Loux’s mindful use of music demonstrates how to the viewer. This synergy is crucial in crafting a compelling
advertisers can effectively focus on specialized audiences final product that engages multiple senses. The chromatic
by integrating culturally significant elements. By aligning palette in advertisements is often cleverly prearranged, with
the auditory experience with the visual and contextual visual hues reflecting the colors of the product packaging,
aspects of the commercial, Loux delivers a more immersive creating a cohesive and recognizable optical brand identity.
and relevant message for its Greek audience. Such targeted This pictorial harmony serves as a form of “market
approaches in TV advertising allow companies to connect personalization,” making the advertisement an extension
more deeply with specific demographic groups, increasing of the product itself. Characters in advertisements bring
the likelihood of their engagement and brand recall. This a human, everyday dimension to the product’s narrative,
method of niche targeting through cultural and musical acting as conduits that shift the audience’s experience from
cues can be especially powerful in markets where local perceiving the product as an object to recognizing it as a
identity and traditions play a significant role in consumer relatable subject. This approach helps potential consumers
behavior. The blend of tradition and modernity resonates imagine themselves using the product in their own lives.
particularly with Greek consumers, who value their history Advertisements primarily depict scenarios that appeal
and cultural heritage. Anything that aligns with these to the middle class, showing attractive homes, spacious
principles tends to elicit a positive response. environments, healthy and beautiful people, family
On the other hand, in international advertising campaigns gatherings, social interactions, smiling children, and
(e.g., Coca-Cola, Molto, Nespresso), the music tends to be enjoyable activities. These elements collectively create a
popular, foreign, or simplistic, often omitting Greek cultural picture of an aspirational lifestyle.
elements. Some brands targeting the international market, Another important observation is that though ads rely
like Molto, capitalize on visual media more extensively to on repetition, convenience, mass production, information

Volume 3 Issue 2 (2025) 18 doi: 10.36922/ac.4374