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 here regarding the relationship between the different 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 tokidoki hello kitty blind box specific structure of music in television commercials and a number of 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.