TV-REKLAMENS MUSIK I ET TEKSTANALYTISK PERSPEKTIV

Tv-reklamens musik i et tekstanalytisk perspektiv

Tv-reklamens musik i et tekstanalytisk perspektiv

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This article examines music in television commercials from a text analytical perspective.An analytical framework is presented involving three interrelated analytic levels: the text, the co-text and the con-text.The level of con-text is presented as a transtextual matter of the relationship between the music appearing in the television commercial and music from outside the commercial.The level of co-text is presented as an analytical issue regarding the relationship between the different offworld drum pads textual elements of the television commercial – a primary level of audiovisual signification is identified.

The level of text is presented as a matter of the specific structure of music in television commercials and a number of bilstein shocks jeep xj formats are described.Arguably these three interrelated analytical levels are pivotal for the textual analysis of music in television commercials.Each level is discussed and further developed into a number of analytical categories, and throughout, the analytical levels and categories are illustrated with references to recent television commercials broadcast in Denmark.

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