The Target of Consumer and the Construction of Meaning in Musical Multimedia Works - A Case Study of “tsiok- k?m- sim” Television Advertising Series of Elife Mall
Date Issued
2015
Date
2015
Author(s)
Chang, Chun-Chieh
Abstract
This paper is discussing Elife Mall’s “tsiok- kám- sim” Television Advertising Series. Trying to point out a important factor in analyzing Musical Multimedia Works. That is “The target consumer”. In the past days, Musicological circle talking music as “pure music”. But its criticize by people later. So there are some scholar theorized analyzing of musical multimedia. Nicholas Cook and Lawrence Zbikowski are the most Representative. Cook’s theory is more related with advertising. He’s focusing on the relating between mediations. For instance, contest, conformance or contradiction. But in Elife Mall’s television advertising, target consumer is a very important factor to influence the meaning constructing of advertising. For this reason, this paper takes Elife Mall’s “tsiok- kám- sim” Television Advertising Series as an example. Analyses the plot, music, and the image in the advertising. And point out the important factor in the advertising, “the target consumer”. Then suggest and supplement Cook’s musical multimedia theory.
Subjects
advertising music
musical multimedia theory
Elife Mall
musical meaning
Type
thesis
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