Music and lyrics in commercials: A cross-cultural comparison between commercials run in the Dominican Republic and in the United States

Author(s): Murray, S. B.

Journal/Book: J Advertising. 1996; 25: PO Box 1826, Clemson, SC 29633-1826. Ctc Press/Joa. 51-63.

Abstract: The use of music and lyrics in commercials run in the United States is compared with their use in commercials run in the Dominican Republic (D.R.). The authors briefly review present theoretical perspectives on the role of music in advertising and address the need to conceptualize music as a culturally situated variable. They discuss the structure of Dominican TV media and examine the influence of U.S. media culture in the D.R., then develop a set of propositions about cross-cultural differences in the extensiveness of music and lyrics in commercials, the style of music used, and the product meanings conveyed in lyrics. The propositions are tested in a content analysis of commercials. The findings support the propositions and indicate a need for sociological and interpretive approaches to the study of the role of music in advertising.

Note: Article NM Murray, Chapman Univ, Sch Business & Econ, Orange, CA USA

Keyword(s): CONSUMER RESEARCH; BACKGROUND MUSIC; ADVERTISEMENTS; ATTITUDE

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