Sound in Advertising

Lesson: 22-09-2015

At the beginning of this lesson we were shown various adverts and asked to see if we could identify them through only the song used. We were then taught about the different aspects that made up the songs, including the tempo and keys used.


Terms we learnt in the lesson:

• Tempo - The tempo is essentially the speed of the song overall. The tempo can cause a sound to be very misleading, when used with keys that are completely opposite to the speed.

• Key - The keys used in sound is the range of notes that are produced throughout the sound or music piece.

• Major Keys - These tend to sound 'happy' and 'upbeat' when used in sound/music. They give a light feel to what is being produced.

• Minor Keys - These tend to give off a more 'sad' or 'depressing' when used in producing sound/music. Occasionally give off a heavy feel when used.

• Diegetic Sound - Sounds that are visible in a scene and have been implied to be present. These include: voices of characters, sounds made by objects in the scene or music that is represented as coming from instruments in the scene.

• Non-diegetic Sound - Sounds that are not visible in a scene and have not been implied to be present. These include: commentary by narrators, sound effects added in for an extra/dramatic effect or mood music, which sets a scene.

A Car Advert

Song: Me and You - Barry Loius Polisar
Link: https://www.youtube.com/watch?v=nq_ejcqjtJI

This advert has a very fast tempo, with mainly major keys used, which grabs the attention of the viewer. I feel that this advert would be mainly aimed at men; this is because dogs are seen as "man's best friend" and so it is implied that there is a dog for every man, just as there is a car for every man. The title of the song implies that the car would be perfect for both man and dog.


A Makeup Advert

Song: Sexy Lady - Jessie J
Link: https://www.youtube.com/watch?v=QWL5RocbFwE

This advert also has a fast tempo, with major keys used throughout. This advert is aimed primarily at women, as it is a make-up advert. I feel that the song played throughout is saying that each woman looks different with whatever make-up they wear and that they should wear what they want to wear whenever they want to wear it.


A Sofa Advert

Song: Matchmaker (from Fiddler on the Roof) - Original Broadway Cast
Link: https://www.youtube.com/watch?v=t5WxRm6Oi-w

The tempo of the song in this advert starts off slower than the previous adverts; however it speeds up slightly later in the song. There is a mixture of major and minor keys throughout the song. The advert shows a man dancing with various women throughout; the dresses these women are wearing is like the fabric used on different sofas. The advert is about a man finding a "perfect match" with a sofa; the women are used as a kind of metaphor, implying that the man's perfect match is a sofa that rivals the feeling of a woman.