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Tracking the Pitch: A Roundtable on Campaign Advertising in 2016

Tracking the Pitch: A Roundtable on Campaign Advertising in 2016 t racking the Pitch: A r oundtable on Campaign Advertising in 2016 JAmeS DeAVille, Carleton university (Chair) GleNN w . riCHArDSoN Jr., Kutztown university trAViS riDout, w ashington State university miCHAel KeNNeDY , university of Cincinnati, College-Conservatory of music eliSSA HArbert, DePauw university trAViS GoSA, Cornell university by one estimate, over $7.5 billion was spent on advertising during the 2016 election campaign. the presidential candidates alone accounted for most of the sum, and virtually all of the audiovisual advertising called for music to underscore its persuasive messages. As Nicholas Cook has argued, music serves as “the ultimate hidden persuader,” which renders it particularly effective in political contexts, since the consum- ers of campaign ads are not (necessarily) aware of the underscore and yet are receiving subliminal messages through the affectively selected musical sounds that accompany its images, graphics, and dialogue. A whole industry has arisen to provide production/library/stock music for such advertising in the form of short cues or tracks that have been created or refashioned to establish a certain affect. the majority of cam- paign advertisements, whether on radio, television, or the internet, rely on these precomposed music tracks, created by unnamed composers. only exceptionally do we know http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Music University of Illinois Press

Tracking the Pitch: A Roundtable on Campaign Advertising in 2016

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Publisher
University of Illinois Press
ISSN
1945-2349

Abstract

t racking the Pitch: A r oundtable on Campaign Advertising in 2016 JAmeS DeAVille, Carleton university (Chair) GleNN w . riCHArDSoN Jr., Kutztown university trAViS riDout, w ashington State university miCHAel KeNNeDY , university of Cincinnati, College-Conservatory of music eliSSA HArbert, DePauw university trAViS GoSA, Cornell university by one estimate, over $7.5 billion was spent on advertising during the 2016 election campaign. the presidential candidates alone accounted for most of the sum, and virtually all of the audiovisual advertising called for music to underscore its persuasive messages. As Nicholas Cook has argued, music serves as “the ultimate hidden persuader,” which renders it particularly effective in political contexts, since the consum- ers of campaign ads are not (necessarily) aware of the underscore and yet are receiving subliminal messages through the affectively selected musical sounds that accompany its images, graphics, and dialogue. A whole industry has arisen to provide production/library/stock music for such advertising in the form of short cues or tracks that have been created or refashioned to establish a certain affect. the majority of cam- paign advertisements, whether on radio, television, or the internet, rely on these precomposed music tracks, created by unnamed composers. only exceptionally do we know

Journal

American Music – University of Illinois Press

Published: May 1, 2018

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