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Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising
Abstract
Studies of music in advertising have tended to characterize music as a nonsemantic, affective stimulus working independently of meaning or context. This implicit theory is reflected in methodology and procedures that separate music from its syntax of verbal and visual elements. Consequently, the consumer's ability to judge and interpret music as part of an overall rhetorical intention is overlooked. This article proposes an alternative theory-that music is meaningful, language-like-and calls for both interpretive and empirical research as ways of exploring a richer, potentially more explanatory concept
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Citations
Cited by
Consumer Culture Theory (CCT): Twenty Years of Research
Arnould, E. J., & Thompson, C. J. (2005) · Journal of Consumer Research · doi:10.1086/426626 · Cited by 3,677
Images in Advertising: The Need for a Theory of Visual Rhetoric
Scott, L. M. (1994) · Journal of Consumer Research · doi:10.1086/209396 · Cited by 788
Self-citationHistorical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect
Stern, B. B. (1992) · Journal of Advertising · doi:10.1080/00913367.1992.10673382 · Cited by 445
Metadata
- Authors
- Scott, L. M.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1990-09
- Volume
- 17
- Issue
- 2
- Pages
- 223
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W1970826842
- Cited by
- 236
- References
- 0
- FWCI
- 18.02
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising. https://app.cochat.ai/papers/10.1086/208552
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- Scott, L. M. (1990). Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising. Journal of Consumer Research. https://doi.org/10.1086/208552
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
