La música en la narrativa publicitaria audiovisual. El caso de Coca-Cola

Abstract

TITLE. THE MUSIC IN THE AUDIOVISUAL NARRATIVE ADVERTISING OF COCA-COLA ABSTRACT An in-depth study of the music in the audiovisual advertising and its relationship to other aspects of sound and visual publicity has been successfully carried out in this investigation. In order to undertake it, a particular brand has been selected, Coca-Cola, due to its globalization and recognition. A new perspective of musical analysis in audiovisual advertising has been dealt with, tackling the different elements of the musical structures through the projection of commercials. A focus group methodology and an analysis of content have been carried out using a few concrete variables that have been identified during the research, always choosing music in the audiovisual narrative advertising as the backbone of our investigation. Among the findings of the current study, it stands out the fact that one of the biggest brands in the world uses specific music that draws the attention of the viewers so that the public can remember the advertised product through the music. Music helps to have the message engraved on the viewer¿s memory and to remind people the advertised product, even identifying it with the music itself. The use of music in this advertising has been determined as not accidental and its presence has been also checked as a consequence of a deep study. The result of its use has a major impact on the subsequent behaviour in a mulititudinous social scale. It is noticed that all the technical musical elements are carefully used as well, for example, there is a greater use of cultured popular music, major tonality, electronic and percussion musical instruments, in order to get close to what the mayority of the public wants: the fraternity in the entire humanity and the youth. It is finally concluded that the brand, Coca-Cola, uses music in their spots to reach a wider audience so that the advertisements or the product itself do not go unnoticed. Music using all its functions, supporting and even enhancing the sense of the image, transmits to the public an intention of appreciating the product and recognizing it as nice and close to them, as something much more than a simple drink. The product is identified with what the brand promotes itself as an added value: happiness.