https://orcid.org/0000-0002-1103-1289
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ABSTRACT
What can commercial advertisements gain from creative ‘borrowing’ of film music? One probable answer is that it vests the product advertised with a more powerful emotional impact. But what are the limitations of effective intertextuality between film and advertising established through the use of a film soundtrack? The present study of 100 television ads (1960–2016) offers 4 models of intertextuality through the analysis of musical patterns, opening up a hitherto unexplored line of research.
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No potential conflict of interest was reported by the author.
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Notes on contributors
Manuel Palencia-Lefler
Manuel Palencia-Lefler, PhD in Advertising and PR, musician and composer, researcher at UNICA Research Group. The latest works are focused in a technological research line, in which you can observe the phenomenon of music as a vehicle of persuasive communication.