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Arts & Communication Music and sound in Greek TV commercials

sounds and is innately multifaceted. Music’s extraordinary object and the subject. In other words, the impact of
communicative power can be exemplified by its ability to music on identity formation extends beyond external
serve as a cultural mediator, emerging as a dominant and communication between sender and receiver. It involves
unifying element when diverse societies intersect. It acts a profound internal process where individuals process
as a non-verbal bridge, transcending linguistic barriers musical information, analyze its content and context, and
and fostering understanding between two or more distinct create mental images and emotional responses. Across this
cultures. This unique capacity of music to facilitate cross- dialog, music contributes significantly to fostering and
cultural communication underscores its universal appeal refining one’s personal identity.
and potential to forge connections where words alone may An intriguing formulation of the meaning of music
fall short. Music follows a different path that transcends in relation to the cultural context is given by Cook. He
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cultural boundaries through rhythm, melody, and harmony, assumed that music had meaning, following the standards
enabling shared experiences and mutual appreciation even of the interpretive approach. However, what he does not
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in the absence of a common spoken language. Music take for granted is the communicative dimension of music.
represents culture in two ostensibly contrasting ways: He emphasized that the issue is not whether music has
(a) As a common form of expression on a global level and meaning but how it is communicated. According to Cook,
(b) as a distinctive expression highlighting the differences the influence of music is undeniable, and he distinguishes
between cultures. As we explore further, this aspect between effect and meaning through the lens of
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becomes particularly significant when examining the use communication – a uniquely human factor. In other words,
of music in ads for products that belong to multinational he argues that the proof of music as an interconnected and
corporations or are intended for mass consumption. dependent activity – both on the overall cultural context
Music plays a crucial role in shaping our internal and on individual experience – lies in its communicative
experiences, emotions, and identity. Its communicative function. Music has meaning, whether it is an artistic
power lies in the emotions it evokes. Active listening guides expression or a “tool” of mediation. 10
the listener through the “movement” or “articulation” of There is no definitive answer to whether music conveys
the music (whether slow, fast, staccato, flowing, and so meaning and how it does so. The conclusions drawn
on). Musical symbols direct the listener to experience largely depend on the perspective from which music is
and imagine through an internal dialog. This process studied, highlighting the multifaceted nature of musical
involves a complex interplay among musical symbols, interpretation. Despite varying esthetic perceptions
emotional responses, and cognitive functions. These of musical meaning, a common thread persists: music
internal experiences can also lead to physical responses, as is described and analyzed by living, sentient beings.
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emotions are expressed through bodily movements. 3 Thus, following this line of reasoning, a significant and
This internal dialog reveals how music, as a powerful challenging question arises: How can scholars effectively
means, empowers individuals to engage in self-expression interpret the powerful properties of music?
and introspection. It allows them to recognize their deepest One effective approach to understanding complex
emotions and thoughts, exploring and engaging with them ideas is through the interpretation of symbols, a process
in a deeply personal way. People construct their personas known as semiology, and the art of interpretation called
based on their feelings, visual and auditory experiences, hermeneutics. As Tagg explained, semiology is the study
and regular interactions with their environment. The of signs and symbols, especially the relation between
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mind shapes forms of personal identity, with music playing written or oral signs and their referents in the physical
a significant role in this cognitive process. Individual world or the world of ideas. Following ethnomusicology,
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identity is the cornerstone of one’s self-concept – a sociology, and semiotics practices, he argued that symbols
complex, multifaceted construct that encompasses how a are interpreted based on the cultural and social contexts to
person perceives, defines, and characterizes themselves. which they belong. Ethnomusicology connects music with
These intricate self-perception functions as a cognitive people and their culture, the sociology of music correlates
framework that delineates the individual’s understanding music with society, and semiotics studies music and the
and recall of their attributes, experiences, and values and dynamic relationships between structure and perceived
influences how others identify and interact with them. meaning in music. 2
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Music is a part of the self-concept and communicates For Tagg, the word “signification” conceptually
emotions, identities, and behaviors. 9 includes both the notions of “sign” and “meaning.”
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Advertisers exploit this inner dialog to persuade the Musical signification (icons, indices, and significations)
public and create an identification pattern between the includes notes, keys, staves, and all elements that signify

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