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Arts & Communication Music and sound in Greek TV commercials

linear sequence through which the advertising message The role of music in advertisements can vary widely.
progresses. Initially, the source of the message establishes Sometimes it serves as a subtle backdrop (background
contact with the potential customer. This initial reach-out music) that enhances the overall atmosphere without
is crucial, setting the stage for all subsequent interactions. drawing attention to itself. At other times, it is prominently
Once contact is established, the recipient embarks on a featured (foreground music), commanding the viewer’s
complex psychological and cognitive journey. This process attention and becoming a central element of the
unfolds hierarchically, with each step building upon the last: commercial’s impact. Foreground music directly influences
Exposure – Attention – Comprehension – Interpretation emotions and makes the ad more memorable, but it risks
– Attitude Formation. The goal of this carefully crafted overshadowing the main message. It often reinforces the
journey is to inspire action, which could manifest as a narrative through tone or lyrics. In contrast, background
purchase or even advocacy for the product. The new or music enhances the mood of the ad without distracting
reinforced attitude serves as a bridge, connecting the viewers’ attention from the visuals or dialogue. Both
cognitive processes to tangible outcomes. 14 approaches can effectively shape audience engagement,

The impact of music and its extramusical attributes has but their use depends on whether the goal is to evoke a
been shown to manipulate various psychological variables, strong emotional response or subtly complement the ad’s
such as mood and purchase intention, either positively or content. 21
negatively. The musical elements may include tempo, speed, The processing of advertising information is an
rhythm, and tonal function. Extramusical elements – those inherently cognitive process that requires critical analysis
aspects beyond the inherent properties of the music itself – of its meaning. The aim is to encourage the audience
usually pertain to the approach of advertising, its duration, to engage with the content and persuade them of the
brand recall, and how the advertising message is processed. 14 product’s value. An emotional reaction to a product helps
To better understand these two properties regarding establish a basis for communication. As a strategic tool,
sound and advertisements, Dyer suggests two types of music stimulates and amplifies these emotions, playing
analysis: (a) Non-textual and (b) Textual. Non-textual a crucial role in both the execution and effectiveness of
20
analysis relates to the meaning that the creator and the advertisements as it significantly influences and fulfills
viewer’s attribute to the work, whereas textual analysis their promotional objectives.
is usually conducted by an analyst or expert who tries to Building on these theoretical insights, this paper explores
signify particular content. The primary step of this practice the function of music and audio in television ads and
is to define the topic of the commercial, which will then their contribution to the overall impact. It systematically
lead to uncovering its overall meaning. 20 examines these elements based on established analytical
Finally, Anisimova et al. in their research on popular standards, providing a comprehensive understanding of
music and lyrics in audiovisual advertising identified four their role in TV advertising.
main functions: (a) Focusing on emotion, (b) Highlighting 5. Data and methods
the protagonist’s relationship with the company or
product, (c) Emphasizing the narration, and (d) Portraying This study forms part of a broader research project that
the protagonist’s central image. These findings provide progressed through stages of theoretical foundations,
20
valuable insights into how audio elements can be analysis, and interpretation. It employs a systematic
strategically employed to enhance marketing effectiveness approach to examining advertisements, utilizing a custom
in television and similar media. 21 analytical table of elements. The insights derived from
Following this rationale, studies have demonstrated that this comprehensive data breakdown have been integrated
incorporating popular music into advertising campaigns into the commentary section, enriching the analysis of the
can profoundly influence viewer engagement and shape case studies. By applying this interpretive model, the study
brand perception. An important theme that emerges is yielded critical findings regarding the commercials under
that popular music attracts more attention than an original examination.
instrumental piece, especially when it includes variations As previously discussed, the theoretical framework
of well-known verses to promote the sponsor. Viewers draws on fundamental concepts from renowned scholars
22
experience a sense of security through familiar sounds or on musical meaning and music as a cultural practice.
songs, fostering trust between consumers and producers The empirical section applies these concepts to Greek
while strengthening product association. In this way, the television advertisements, analyzing them in chronological
14
public helps shape what is considered popular music and order. A primary limitation of this chronological analysis
vice versa. is the inadequate access to archival material; many older

Volume 3 Issue 2 (2025) 8 doi: 10.36922/ac.4374