The role of song in selected Zimbabwean television advertisements
Bibliographic Data
| ID | 20241573 |
|---|---|
| Authors | Washington Mushore (Zimbabwe Open University, corresponding author) |
| Year | 2011 |
| Volume | 8 |
| Issue | 2 |
| Pages | 107-112 |
| Publication date | 2011-11-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Muziki (JOURNAL) |
| Journal identifiers | ISSN: 1753-593X • E-ISSN: 1812-5980 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/18125980.2011.631304 |
| OpenAlex | W4253136021 |
| Language | EN |
| Citations received | 1 |
| References cited | 2 |
Songs are one of the rhetoric devices advertisers use to flatter audiences to buy products, services or ideas they might have not even thought of buying. If the scenes of an advertisement are accompanied by well-suited pieces of songs, they become more effective. While songs in advertisements serve various roles ranging from entertainment, increasing product or service memorability and targeting audiences to structure/continuity in the advertisement itself, this article argues that songs in advertisements also have the potential of constructing and negotiating meaning in specific contexts (Cook 1999:39). These specific contexts range from political to commercial advertising, to mention but two. The ultimate aim of this construction and negotiation of meanings in advertisements through songs is the “establishment of authority” (Huron 1989). When authority is established, an organisation's products, services or ideas will command superiority over those of competitors. In order to show how songs in an organisation's advertisement asserts authority of products, services or ideas, three Zimbabwean advertisements will be used as instances. Focus will be on the lyrical language of songs, for it is through these lyrics that audiences’ disbeliefs or doubts are overcome and authority established
Advertising · Art · Business · Competitor analysis · Entertainment · Linguistics · Literature · Lyrics · Negotiation · Political science · Politics · Rhetoric · Sociology · African history and culture studies · African studies and sociopolitical issues · Law · Psychology · Marketing
| Unique citing works | 1 |
|---|---|
| Citations per year | 0.5 |
| Citation span | 2024 - 2024 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 1 |