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Arts & Communication Music and sound in Greek TV commercials

structure to encompass its role in society, its economic the musical experience. Both individual and collective
value, and its ability to evoke emotions and create shared identities are parallel and dynamic, rooted in the past, alive
experiences. Adopting this comprehensive approach helps in the present, and evolving into the future.
in understanding musical meaning by acknowledging both
its subjective and objective aspects, as well as its power to 3. Music and (moving) image: Relations,
shape and reflect human culture. practices, and functions
Consequently, every musical analysis must begin with Since the end of the 19 century and throughout the
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a clear understanding of the communicative framework 20 century, motion pictures began to make significant
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within which “meaning” occurs. The interpretive approach inroads into the long-standing dominance of writing.
finds the significance of music through the subjective From their beginnings, researchers were keen to inquire
understanding of the text. The music itself, whether heard about the purpose and covert messaging of sound within
in a concert hall or on the radio, does not inherently pose motion pictures. What became apparent was that moving
questions of “meaning.” These arise from the human images could convey ideas and sentiments that extended
cognitive approach and recall. Of course, to fully beyond their visual dimensions. The acoustic functions
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understand the communicative framework within which of audiovisual media, including human speech, sound
music and its meaning exist, their historical and cultural effects, and music, play a significant role in communicating
context must be studied. underlying messages. Each function is an indicative
Music is a form of communication because it evokes item, with the overall meaning emerging through their
emotions that transcend linguistic codes. However, musical orchestrated interaction. Music aligned with imagery in
experience is subjective and depends on the respective cinematic art became integral to telling a cinematic story
society. Although musical practice is universal, its analysis by helping define era, time, and language. Even before
and understanding must be based on a specific framework. the advent of synchronized sound and color in cinema,
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Shifting the focus from music’s cultural context to the filmmakers recognized the power of music to enhance
properties of sound as a physical phenomenon, we can visual storytelling. The adoption of background music in
refer to its internal structure – symmetries, patterns, and silent films underscores music’s importance and its unique
directions (e.g., ascending or descending movement of ability to transcend technological limitations and convey
melody). This approach moves from analyzing the music emotion and atmosphere.
itself to considering listeners’ reactions, leaning toward a A motion picture’s natural result and coherence arise
psychophysiological analysis. The science that analyzes from the collaboration and synchronization of visual and
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the individual, objective characteristics of music – tone, audio material. Chion identified three important sound
melody, time values, symbols, score, and so on – and functions in collaboration with moving images. The
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assigns meaning to them is known as musical semiology first role of sound (voice, music, and sound effects) is to
or semiotics. support films’ need for time framing. Its second function
is to enhance the image’s credibility and enrich the
In conclusion, musical meaning emerges from the
interplay between subjective experience and the objective viewer’s immediate experience. Finally, the third function
substance of music. The objectivity of music lies in its underscores the critical importance of audio overlay,
structured system of symbols, which functions as a dispelling the misconception that sound is merely an
metalanguage carrying “meanings.” These meanings ancillary or dispensable component in relation to visual
are deeply embedded in Western musical practices – content. On the contrary, audio plays a pivotal role in the
composition, performance, and listening – and act as co-creation of meaning, working in tandem with visual
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codes that unlock emotions, intentions, and concepts. elements to form a cohesive and multifaceted narrative.
Musical performance, in turn, is a human psychological The added value of musical overlay in film is apparent
and cognitive process that expresses, reinforces, and when music creates specific emotions in relation to
establishes collective identity and a sense of “self.” The what is displayed. This is achieved in two main ways.
subjective dimension is evident in how individual and First, music actively heightens the feeling of a scene,
collective experiences are mirrored through internal following its rhythm, tone, and phrasing. Chion calls this
dialog and the expression of personal views. As a product “empathetic” music since it “awakens” the responsiveness
of social, cultural, and economic life, the music reflects and of the audience, placing the viewers into the emotional
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influences human actions, values, behaviors, and thoughts, sphere of the protagonists. Empathetic music aligns
thereby communicating identities. The concepts of “self” with the emotional atmosphere of a scene, reinforcing the
and “belonging” are unique to each individual, just as audience’s connection to the story by complementing the

Volume 3 Issue 2 (2025) 5 doi: 10.36922/ac.4374