The Role of Soundtrack in Audio-Visual Advertisements: A Case of Coca-Cola Commercials
Keywords:Audio-visual commercials, cinematographers, content analysis, convenience sampling, soundtrack, signs, semiotics
Audio-visual Coca-Cola commercials are conceptualized as art that falls in the genre of film. They use soundtracks that are in congruence with advertisers’ messages. The review of extant literature shows that the frame by frame presentation of images is enhanced by the use of the right melodies that are in form of customized popular music. Following the principles of semiotics, the researcher conducted a content analysis on a sample of twelve audio-visual Coca-Cola commercials, identified through convenience sampling from YouTube. The purpose of this paper was to assess how soundtracks interact with visuals in audio-visual Coca-Cola commercials to create images that are a representation of mediated reality. The findings of this study indicate that the audio-video Coca-Cola advertisements rely on a combination of visual image and sound to create signs (constellations of signifiers) that encourage audiences to identify with characters featured taking Coke drinks, as they exhibit excitement and enthusiasms. The interaction of lyrics and other visual elements enable the audience to interpret created images, assign meanings, and assume the subject positions defined by themes in commercials.
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