ERA

Download the full-sized PDF of New capitalization on old music: approaches to the use of Verdi's music in TV advertisementsDownload the full-sized PDF

Analytics

Share

Permanent link (DOI): https://doi.org/10.7939/R3GT40

Download

Export to: EndNote  |  Zotero  |  Mendeley

Communities

This file is in the following communities:

Graduate Studies and Research, Faculty of

Collections

This file is in the following collections:

Theses and Dissertations

New capitalization on old music: approaches to the use of Verdi's music in TV advertisements Open Access

Descriptions

Other title
Subject/Keyword
music
Verdi
television
advertisements
Type of item
Thesis
Degree grantor
University of Alberta
Author or creator
Eng, Andrea E
Supervisor and department
Gier, Christina (Music)
Examining committee member and department
Ingraham, Mary (Music)
Beard, William (English and Film Studies)
Moshaver, Maryam (Music)
Department
Department of Music
Specialization

Date accepted
2011-01-11T23:08:32Z
Graduation date
2011-06
Degree
Master of Arts
Degree level
Master's
Abstract
Advertisers use music in as much as 90% of television commercials. Classical and opera music play a special role in this medium, as classical music carries with it any number of already established inferences and meanings that may then be altered by the images in the commercial, or imparted upon the images and product in the commercial. This thesis looks at three television commercials from 2006 that use the music of Giuseppe Verdi, and how this music is used. I revisit the current understanding of how television advertising uses classical music as a musical indicator of high culture and social status. I challenge the idea that this is the only way in which advertising uses classical and opera music, and I propose three new possible ways that television uses classical music in commercials.
Language
English
DOI
doi:10.7939/R3GT40
Rights
License granted by Andrea Eng (aeeng@ualberta.ca) on 2011-01-11T18:13:24Z (GMT): Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of the above terms. The author reserves all other publication and other rights in association with the copyright in the thesis, and except as herein provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
Citation for previous publication

File Details

Date Uploaded
Date Modified
2014-04-29T14:59:58.738+00:00
Audit Status
Audits have not yet been run on this file.
Characterization
File format: pdf (Portable Document Format)
Mime type: application/pdf
File size: 5395402
Last modified: 2015:10:12 14:49:38-06:00
Filename: Eng_Andrea_Spring2011.pdf
Original checksum: ffde70e8f0b45f95480a2ca4d2fc404b
Well formed: true
Valid: true
Status message: File header gives version as 1.4, but catalog dictionary gives version as 1.3
File title: Microsoft Word - Eng_Andrea_Spring2011.doc
File author: admin
Page count: 148
Activity of users you follow
User Activity Date