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

  • Author / Creator
    Eng, Andrea E
  • 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.

  • Subjects / Keywords
  • Graduation date
    2011-06
  • Type of Item
    Thesis
  • Degree
    Master of Arts
  • DOI
    https://doi.org/10.7939/R3GT40
  • License
    This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.
  • Language
    English
  • Institution
    University of Alberta
  • Degree level
    Master's
  • Department
    • Department of Music
  • Supervisor / co-supervisor and their department(s)
    • Gier, Christina (Music)
  • Examining committee members and their departments
    • Ingraham, Mary (Music)
    • Moshaver, Maryam (Music)
    • Beard, William (English and Film Studies)