Nicolai Jørgensgaard Graakjær, Rasmus Grøn


This article focuses on music placement in commercials from a text analytical
perspective. The article argues that music placement should not be understood merely in terms of usage and the
‘parasitic’ attachment of music to non-musical media texts, brands and products. Such placement includes the audiovisual positioning and reconfiguration of the music, which profoundly influences the commercial’s as well as the music’s potentials for signification, which arguably indicates an "artistic" use of the textual resources. The argument is elaborated through a textual analysis of a sports-related commercial, in which the diegetic placement of (a version of) a track by the band AC/DC adds specific values and meanings to the relationship between the music and the mediated sports.



music placement;branding;sports in media;AC/DC;commercial


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