Music and emotions in institutional advertising. The case of the spanish general direction of traffic (1964-1983)

Abstract

An analysis of an advertising campaign can’t be confined only to technical aspects. A reference is important to the society in which it moves. Currently the importance of emotions in the development of society has been highlighted by many sociologists and advertising can’t be left out of this dynamic. In fact, it is a mode of communication frequently used emotion-caused-both represented as in his messages, which play an important role in persuading the viewer. Persuasion is of essential elements that are not only logical or rational. Specifically, the messages supported by the rhetoric of emotions are remembered more easily and often dilute potential resistance of the beholder. But the use of advertising emotions has not been equally in the different products, either within the same products at different times. In the case of television advertising in the Spanish DGT analyzed here, they call attention to the differences between the most recent campaigns and those of the first period, which are the subject of our study and the basis for further comparative analysis.