Rola schematów i archetypów muzycznych w kreowaniu współczesnej reklamy telewizyjnej w świetle autorskich badań

Abstract

During the present era of a rapidly developing consumer society, TV advertising is one of major instruments of influencing the recipient. It has a remarkable power of persuasion, which is why it is often such a willingly used tool. In the following paper, one of its main components, i.e. music, is of special interest. In the face of dynamization of the media in the modern world and the growing interest in interdisciplinary advertising studies of various research fields, this article aims in answering questions about the function of music in TV advertising, as well as the role of musical patterns and archetypes regarding to creating contemporary audio-visual spots. Based on a survey of 200 questionnaires in which respondents gave their thoughts on two different commercials, there will be presented an analysis of those data. Moreover, for this purpose, a synthesis of literature from the border od psychology of music, social communication and marketing will be undertaken. Finally, the paper also presents answers to questions such as: is musical archetypes useful in the process of creating musical patterns, and thus successful TV commercial; what makes a musical archetype more recognizable; is this recognition dependent on emotional receptivity to music.