Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 14

The article titled "Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising" (see endnote 80) suggests that music in commercials communicates specific meanings to listeners and viewers. In other words, music "speaks" to people by conveying a sense of speed, excitement, sadness, nostalgia, and so on. Identify two commercials in which music communicates a specific emotion or other state or action to consumers, and identify this emotion, state, or action.