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Arts & Communication Music and sound in Greek TV commercials

advertisements are not readily available online. This lack Greek advertising has long been embedded within the
of accessibility hindered the comprehensive evaluation cultural norms and societal stereotypes of its time. Early
of the advertisements over time; moreover, it restricted television commercials often reinforced these stereotypes
our ability to contextualize these advertisements within through both visual and auditory cues. For instance, in the
their historical and cultural frameworks. However, 1960s and 1970s, women were also exclusively depicted as
we compiled a substantial body of empirical material housewives using advertised products to solve domestic
comprising a considerable number of advertisements. problems. Advertisements would often include catchy
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Each advertisement underwent a thorough musicological, jingles and slogans that reflected these gender stereotypes,
interpretive, and semiotic analysis structured around 10 making them memorable and pervasive. A well-known
key questions, as presented in Table 1. example from this era is a detergent commercial that
showed a woman in a woman happily singing about the
The main points establish a sophisticated foundation
for textual analysis and create an internal dialog between product’s cleaning power in a kitchen setting, reinforcing
the notion that domestic chores were a woman’s primary
the researcher, as viewer/listener, and the data. These 24
methodical “steps” lay the groundwork for a comprehensive responsibility.
examination of the commercials’ content, structure, The social impact of these stereotypical representations
and impact on the audience. This methodical approach was multifarious. On one hand, they reinforced traditional
illuminates how music and sound interact with the visual gender roles and societal expectations, potentially limiting
narrative in advertisements, revealing insights into their the aspirations and opportunities for women beyond the
cultural significance and persuasive strategies. domestic sphere. On the other hand, they also created
a sense of nostalgia and familiarity for some viewers,
6. Music and advertising in Greek which advertisers exploited to build brand loyalty.
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television: Exemplary cases of analysis As Greek society evolved, so did the representation in
advertisements, with the 1980s and 1990s gradually
Over the past 50 years, the advertising industry has played introducing more diverse portrayals of women, such as
a crucial role in shaping the contemporary Greek economy. career-oriented professionals. However, this transition was
Although the first advertising agencies emerged in Greece slow and often met with resistance from more conservative
during the 1870s, it was the post-war era, between the 1950s segments of society. In recent years, Greek society has
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and 1970s, that marked the rise of advertising as a dominant experienced significant changes, becoming more inclusive
promotional force in the country. The industry’s growth and shedding many of the stereotypical norms that once
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accelerated with the advent of private television stations defined it. This evolution has resulted in more diverse
and the increased number of national and local channels. representations within Greek culture.
Consequently, television airtime became highly valuable;
it’s worth determined by viewership metrics and broadcast An examination of Greek advertisements unveils
sponsorship, both essential for sustaining and expanding a nuanced interplay between tradition and modernity
these channels. Advertisements, in turn, both influenced in portraying Greek identity. Although traditional
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and were influenced by this television landscape. Greek values remain prevalent in many societal and
cultural norms, there is a discernible shift toward more
Table 1. Key questions for analyzing the television contemporary representations. Modern televised Greek
advertisements advertisements increasingly reflect an evolving national
identity that balances time-honored customs with cross-
# Key questions cultural, global, and progressive ideas. The balance between
1 Theme and subject tradition and progress in advertising offers valuable
2 Setting (place, time, duration, space, and context) insights into the ongoing transformation of Greek culture
3 Characters and their roles and society. By taking a socially aware approach, marketers
4 Socioeconomic and cultural elements aim to create resonant and persuasive product promotions
5 Relationship between visual, verbal, and other elements that speak to consumers’ social realities rather than relying
solely on product attributes or rational arguments.
6 Symbolic content and significance
7 Function of musical accompaniment and sound Greek advertisers recognize the importance of sound in
8 Characteristics of music and sound enhancing imagery and messaging. This section presents
case studies focused on the visual and audio content of
9 Cognitive function of consumer (central or peripheral) advertisements on Greek television from 2015 to 2020,
10 Techniques employed selected from the available material on YouTube’s platform.

Volume 3 Issue 2 (2025) 9 doi: 10.36922/ac.4374