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Arts & Communication Music and sound in Greek TV commercials

retrieval, and imitation of other media – such as cinema Funding
and radio, which are considered “superior” – they leverage
the rhythmic dimension of music to distinguish themselves None.
from competitors. Notable examples include the blues Conflict of interest
vibes with a 12/8 rhythm in the Coca-Cola commercial, as
well as the rhythmic treatment of swing and the 3/4 waltz Nick Poulakis is an Editorial Board Member of this journal
pulse in Molto’s advertisement. but was not involved in the editorial or peer-review process
for this study, either directly or indirectly. The other
In short, there is an effort to integrate television’s
promotional material into a broader, socially acceptable authors have declared that they have no known competing
financial interests or personal relationships that could have
context. However, corporate firms often use subtle— influenced the work reported in this study.
sometimes deceptive—elements to make their ads stand
out and capture the attention of the spectators. Analysis Author contributions
reveals that music and sound in Greek television advertising
serve as primary tools for culturally contextualizing Conceptualization: All authors
representations while simultaneously adding a unique Investigation: Eleni Oikonomou
touch to each commercial. Music is an integral component Methodology: All authors
in both big and small screens, occasionally acting as the Formal analysis: Eleni Oikonomou
main conveyor of the advertising message or, at other Writing – original draft: Eleni Oikonomou
times, supporting the commercial’s overall objective. Writing – review & editing: All authors
The principles established by academic scholars Ethics approval and consent to participate
and theorists have been shown to be applicable to the
audiovisual media landscape of Greek television. These Not applicable.
principles underscore the importance of investing in music Consent for publication
to enhance advertising in TV broadcasting. Music brings
coherence to visual material by unifying scenes and action Not applicable.
while highlighting key plot points. It can play a leading role
by signaling climactic moments or periods of relaxation. It Availability of data
also has the power to create contrasts in a nuanced and easily The audiovisual data used in this study are publicly available
understandable manner. This multifaceted functionality of on YouTube and have been referenced throughout the text.
music in advertising not only enhances the viewer’s holistic
experience but also strengthens the broader impact of Further disclosure
commercials, making music an indispensable element in
crafting engaging television ads. Portions of the findings were presented at the XV Simposio
Internacional “La Creación Musical en la Banda Sonora.”
The notion of meaning is inherent in music, with This study is based on extensive research conducted for
its frequencies being manipulated and interpreted by an Integrated Master’s thesis, which has been uploaded
humans. Although some might challenge the cognitive and to the online repository of the National and Kapodistrian
psychological findings of this study, the objective principles University of Athens Library, Greece. The text has since
of music, grounded in social and cultural conventions, been updated, translated, reviewed, and edited to adhere
are deeply ingrained and difficult to refute. This study to the academic integrity and scientific rigor required for
highlights the importance of conducting a complementary scholarly research.
examination and extensive analysis of the power of music
and its application in advertising to derive comprehensive References
conclusions. Furthermore, it raises an ethical question 1. Zbikowski L. Words, music, and meaning. Signata.
regarding the responsible treatment of music in marketing 2015;6:143-164.
promotion: To what extent and in what manner should
this potent tool be employed in advertisements to engage doi: 10.4000/signata.1071
audiences effectively while respecting their autonomy and 2. Tagg P. Music’s Meanings: A Modern Musicology for Non‑
avoiding any subtle “brainwashing”? musos. New York and Huddersfield: Mass Media Music
Scholar’s Press; 2012.
Acknowledgments
3. Salgar OH. The semiology of music as a tool for the social
None. study of music. Ethnomusicol Transl. 2016;2:1-33.

Volume 3 Issue 2 (2025) 19 doi: 10.36922/ac.4374