oru.sePublikationer
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Musikens mening i reklam: En socialsemiotisk analys av musik i reklamfilm
Örebro University, School of Humanities, Education and Social Sciences.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Örebro University

Department of Humanities

Media and Communication Studies

Bachelor Thesis, Autumn 2009

 

 

Title: Musikens mening i reklam – En socialsemiotisk analys av musik i reklamfilm

By: Erik Jansson

Supervisor: Orla Vigsö

 

 

Purpose

The aim of this thesis is to examine how music can bring meaning in advertisement. Based on Theo van Leeuwen’s study ”Music and ideology” and his two books ”Introducing Social Semiotics” and ”Speech, Music, Sound”, I identified several semiotic resources that could be applied on music to discover meaningpotentials inside the melody, rythm, etc.

 

 

Theory

The theoretical approach in this study is based on the theory of Social Semiotics. This theory suggests that the semiotic signs don’t have a fixed meaning. Instead those signs are called semiotic resources and they varies in meaning dependent on social context and provenance.

 

 

Method

The method chosen for this study is a Social Semiotic analysis of an advertisement movie, with a duration of 30 seconds. I applied the different semiotic resources on the material, that Theo van Leeuwen wrote about, to try to discover how the music works together with the visual and even on it’s own can bring meaning in the advertisement context.

 

 

Results

The result showed that meaning can be made in music through semiotic resources that can create meaningpotentials in a specific social context. One example of this is the use of a whispering, low voice in a song that gives meaningpotentials about social distance and presents intimity. The phrases of the melody gives meaningpotentials through, for example, intonations and pitch level to show social dominans. The relation between the music and the visual elements in the movie are closely tied together in many areas. When the viewer watches the advertisement movie, she observes the different places where familys and friends  are happy to spend time with eachother. At the same time the music generates meaning about intimity and optimistic harmonies.

 

 

Keywords

Music, Meaning, Advertisement, Movie, Social Semiotics, Provenance, Semiotic resources.

Place, publisher, year, edition, pages
2010. , 31 p.
Keyword [en]
Music, Meaning, Advertisement, Movie, Social Semiotics, Provenance, Semiotic resources
National Category
Humanities
Identifiers
URN: urn:nbn:se:oru:diva-9277ISRN: ORU-HUS/MKV-GK-2010/0004--SEOAI: oai:DiVA.org:oru-9277DiVA: diva2:289470
Presentation
(English)
Uppsok

Supervisors
Examiners
Available from: 2010-03-17 Created: 2010-01-25 Last updated: 2010-03-17Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Jansson, Erik
By organisation
School of Humanities, Education and Social Sciences
Humanities

Search outside of DiVA

GoogleGoogle Scholar

Total: 69 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf