HF1520z The Persuasive Role of Music in the Commercial

Hudební fakulta
zima 2022
Rozsah
1/0/1. 3 kr. Ukončení: z.
Vyučující
Dr. Paul Christiansen (přednášející), doc. PhDr. Petr Lyko, Ph.D. et Ph.D. (zástupce)
doc. PhDr. Petr Lyko, Ph.D. et Ph.D. (přednášející)
Garance
doc. PhDr. Petr Lyko, Ph.D. et Ph.D.
Katedra hudebních a humanitních věd – Děkanát – Hudební fakulta – Janáčkova akademie múzických umění
Dodavatelské pracoviště: Katedra hudebních a humanitních věd – Děkanát – Hudební fakulta – Janáčkova akademie múzických umění
Rozvrh
Út 16:00–17:35 ONLINE, kromě Po 19. 12., kromě Út 20. 12., kromě St 21. 12., kromě Čt 22. 12., kromě Pá 23. 12.
Předpoklady
English language ability (approximately CEFR Level B2).
Znalost anglického jazyka (přibližná úroveň B2).
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Předmět si smí zapsat nejvýše 20 stud.
Momentální stav registrace a zápisu: zapsáno: 2/20, pouze zareg.: 0/20
Cíle předmětu
The objective of this course is to familiarize students with the phenomenon of music as a persuasive tool in television or internet advertisements. Students will likewise learn critical analysis of advertising practices in the context of rhetorical persuasion generally and musical persuasive appeals specifically.

Cílem předmětu je seznámit studenty s fenoménem hudby jako výrazného propagačního prostředku v televizních, či internetových reklamách, a v této souvislosti také podpořit jejich schopnost kritické analýzy reklamních a přesvědčovacích prostředků v daných médiích – z hlediska ověření zdroje, specifikace autora, sledovaného záměru, zvolené formy atp.
Výstupy z učení
Following this course, students will be able to:
- Critically analyze rhetorical and aesthetic appeals to persuasion in television and internet advertisements,
- Explain how music interacts with visual and other aural phenomena to create a persuasive message to the viewer,
- Analyze psychological, aesthetic, musico-theoretical, and semantic aspects of ad music
- Orient him- or herself in the scholarly literature devoted to this issue.

Student bude po absolvování předmětu schopen:
-kriticky analyzovat reklamní projevy v médiích (TV, internet),
-definovat způsob využití hudby jako nedílné součásti reklamních projevů ve vybraných médiích,
-analyzovat psychologické, estetické, hudebně-strukturní, či sémantické aspekty hudby v reklamě
-orientovat se v odborné reflexi věnované problematice hudby a reklamy
Osnova
  • Week 1 (4 Oct.) – Introduction to the topic of music in commercials
  • Week 2 (11 Oct.) – How Music Works in Commercials
  • Cook, Nicholas. “Music and Meaning in the Commercials.” In Analysing Musical Multimedia (Oxford: Oxford University Press, 2001), 3-23.
  • Berger, Arthur Asa. “Chapter 9: Analyzing Television Commercials.” In Ads, Fads, and Consumer Culture: Advertising’s Impact on American Character and Society, 2nd ed. (Lanham, MD: Rowman and Littlefield, 2004), 139-59.
  • Week 3 (18 Oct.) – Foundations of Persuasion
  • Aristotle. “Book 1, Chapter 2: Definition on Rhetoric; Pisteis, or the Means of Perusasion in Public Address; Paradigms, Enthymemes, and Their Sources; Common Topics; Eide and Idia.” In Aristotle on Rhetoric: A Theory of Civic Discourse, trans. George Kennedy (Oxford: Oxford University Press, 1992), 36-47.
  • Haskins, Ekaterina V. “Endoxa, Literate Categorization, and the ‘Available Means of Persuasion.’” In Logos and Power in Isocrates and Aristotle (Columbia, SC: University of South Carolina Press, 2004), 23-30.
  • Haskins, Ekaterina V. “Chapter 4: Between Identification and Persuasion.” In Logos and Power in Isocrates and Aristotle (Columbia, SC: University of South Carolina Press, 2004), 80-107.
  • Week 4 (25 Oct.) – Would Packard Drive a Packard?
  • Packard, Vance. “Chapter 1: The Depth Approach.” In The Hidden Persuaders (New York: David McKay Company, 1957), 3-10.
  • Packard, Vance. “Chapter 21: The Packaged Soul?” In The Hidden Persuaders (New York: David McKay Company, 1957), 200-07.
  • Week 5 (1 Nov.) – Theoretical Underpinnings I
  • Benjamin, Walter. “The Work of Art in the Age of Mechanical Reproduction.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 282-89.
  • Horkheimer, Max and Theodor Adorno. “The Culture Industry as Mass Deception.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 1037-41.
  • Week 6 (8 Nov.) – Theoretical Underpinnings II
  • Baudrillard, Jean. “The System of Objects.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 408-20.
  • Fiske, John. “Television Culture.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 1087-98.
  • Week 7 (15 Nov.) – Hard Sell, Soft Music
  • Killing Us Softly 4 trailer (available on YouTube)
  • Catch up day
  • Week 8 (22 Nov.) – The Responsive Chord and the Music of Neoliberalism
  • Schwartz, Tony. The Responsive Chord: How Media Manipulate You: What You Buy…Who You Vote For…and How You Think, 2nd. ed. (Coral Gables, FL: Mango, 2017), 77-103.
  • Taylor, Timothy D. The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture (Chicago: University of Chicago Press, 2012), 231-46.
  • Week 9 (29 Nov.) – Political Advertising: The Art of the Possible Lie
  • Christiansen, Paul. Orchestrating Public Opinion: How Music Persuades in Television Political Ads for US Presidential Campaigns, 1952-2016. Amsterdam: Amsterdam University Press, 2018, 10-30.
  • Christiansen, Paul. “‘It’s Morning Again in America’: How the Tuesday Team Revolutionized the Use of Music in Political Ads.” Music and Politics 10 (2016). Available online.
  • Week 10 (6 Dec.) – The Influence of Technological Progress
  • Fink, Robert. Excerpts from Repeating Ourselves: American Minimal Music as Cultural Practice (Berkeley: University of California Press, 2005), 10; 78-9; 135-40; 156-59.
  • Katz, Mark. Excerpts from Capturing Sound: How Technology Has Changed Music (Berkeley: University of California Press, 2004), 1-2; 57-60.
  • Week 11 (13 Dec.) – Media Ethics (and Other Oxymorons); Tying Up Loose Ends
  • Packard, Vance. “Chapter 23: The Question of Morality,” in The Hidden Persuaders (New York: David McKay Company, 1957), 219-29.
  • Postman, Neil. Amusing Ourselves to Death: Public Discourse in the Age of Show Business (New York: Penguin, 1985), 3-15; 155-63.
  • Week 12 (3 Jan. 2023) – Student presentations
  • Week 13 (10 Jan.) – Student presentations
Literatura
  • Aristotle. “Book 1, Chapter 2: Definition on Rhetoric; Pisteis, or the Means of Perusasion in Public Address; Paradigms, Enthymemes, and Their Sources; Common Topics; Eide and Idia.” In Aristotle on Rhetoric: A Theory of Civic Discourse, trans. George K
  • Taylor, Timothy D. The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture (Chicago: University of Chicago Press, 2012), 231-46.
  • Packard, Vance. “Chapter 23: The Question of Morality,” in The Hidden Persuaders (New York: David McKay Company, 1957), 219-29.
  • Horkheimer, Max and Theodor Adorno. “The Culture Industry as Mass Deception.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 1037-41.
  • Cook, Nicholas. “Music and Meaning in the Commercials.” In Analysing Musical Multimedia (Oxford: Oxford University Press, 2001), 3-23.
  • Postman, Neil. Amusing Ourselves to Death: Public Discourse in the Age of Show Business (New York: Penguin, 1985), 3-15; 155-63.
  • Christiansen, Paul. “‘It’s Morning Again in America’: How the Tuesday Team Revolutionized the Use of Music in Political Ads.” Music and Politics 10 (2016). Available online.
  • Fiske, John. “Television Culture.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 1087-98.
  • Haskins, Ekaterina V. “Chapter 4: Between Identification and Persuasion.” In Logos and Power in Isocrates and Aristotle (Columbia, SC: University of South Carolina Press, 2004), 80-107.
  • Schwartz, Tony. The Responsive Chord: How Media Manipulate You: What You Buy…Who You Vote For…and How You Think, 2nd. ed. (Coral Gables, FL: Mango, 2017), 77-103.
  • Benjamin, Walter. “The Work of Art in the Age of Mechanical Reproduction.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 282-89.
  • Haskins, Ekaterina V. “Endoxa, Literate Categorization, and the ‘Available Means of Persuasion.’” In Logos and Power in Isocrates and Aristotle (Columbia, SC: University of South Carolina Press, 2004), 23-30.
  • Fink, Robert. Excerpts from Repeating Ourselves: American Minimal Music as Cultural Practice (Berkeley: University of California Press, 2005), 10; 78-9; 135-40; 156-59.
  • Katz, Mark. Excerpts from Capturing Sound: How Technology Has Changed Music (Berkeley: University of California Press, 2004), 1-2; 57-60.
  • Baudrillard, Jean. “The System of Objects.” In Literary Theory: An Anthology, eds. Julie Rifkin and Michael Ryan (Oxford: Blackwell, 1998), 408-20.
  • Packard, Vance. “Chapter 1: The Depth Approach.” In The Hidden Persuaders (New York: David McKay Company, 1957), 3-10.
  • Berger, Arthur Asa. “Chapter 9: Analyzing Television Commercials.” In Ads, Fads, and Consumer Culture: Advertising’s Impact on American Character and Society, 2nd ed. (Lanham, MD: Rowman and Littlefield, 2004), 139-59.
  • Packard, Vance. “Chapter 21: The Packaged Soul?” In The Hidden Persuaders (New York: David McKay Company, 1957), 200-07.
  • Christiansen, Paul. Orchestrating Public Opinion: How Music Persuades in Television Political Ads for US Presidential Campaigns, 1952-2016. Amsterdam: Amsterdam University Press, 2018, 10-30.
Výukové metody
Lecture, discussion (online), viewing and listening of assigned A/V ads, study of assigned readings, oral presentations (online), and office hours (online).

Přednáška, hromadná výuka (on-line), poslech a sledování doporučených A/V ukázek, stadium doporučené literatury, prezentace na hodinách (on-line), konzultace (on-line).
Metody hodnocení
Credit. Evaluation will be made based on fulfillment of homework and course-related tasks such as a final oral presentation (online). Individual readings are subject to change and updating by the instructor before the start of the course.

Zápočet. Atest bude udělen za aktivní plnění průběžných úkolů vztahujících se k samostudiu a realizaci prezentace na závěr semestru (on-line).
Vyučovací jazyk
Angličtina
Informace učitele
Nota bene
Individual readings are subject to change and updating by the instructor before the start of the course.

Course Description


Through assigned readings and the viewing of numerous television commercials, we will address the topic of music as a persuasive agent in television advertising. I have chosen from a wide variety of sources to compile the readings for this course. Sources include articles from scholarly journals, excerpts from scholarly and popular books, and magazine articles about the rhetoric of persuasion, advertising in general, television advertising in particular, and most specifically, the role of music in television advertising. Part of the purpose of this course will be the honing of your critical thinking skills as you negotiate through the readings. “Consider the source” will be one of our tenets. Who is the author of what we are reading? What is his or her agenda? What are the author’s qualifications for making his or her claims? How does the author use evidence to support the points made? Some of what you read may infuriate or challenge you; other readings might illuminate or inspire you. If any of the readings or discussions we have prompt anyone to contemplate and explore this issue further after the course has ended, then I will truly feel that the course has been a success.
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