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Media discourses and marketing strategies in the advertising of the pianola
Popular Music Pub Date : 2021-06-04 , DOI: 10.1017/s0261143021000106
Jordi Roquer González

As a phenomenon of great social relevance between 1900 and 1930, the graphic advertising of the pianola must be considered as one of the first great mass media platforms linked to musical activity and, therefore, the analysis of its discourse offers valuable information about the social construction of the musical world during the first decades of the twentieth century. This article shows the results of an analysis of 200 historical advertisements through which it is possible to trace the origins of some of the current advertising rhetoric and also some of our current ideas about musical activity. In this way, the advertisements studied show some interesting links to the mindset and aesthetic and social conventions of the time but also show us to what degree these discourses are, to a large extent, still valid today.

中文翻译:

钢琴广告中的媒体话语和营销策略

作为 1900 年至 1930 年间具有重大社会意义的现象,钢琴的图形广告必须被视为与音乐活动相关的第一批大型大众媒体平台之一,因此,对其话语的分析提供了有关社会建构的宝贵信息二十世纪头几十年的音乐世界。本文展示了对 200 个历史广告的分析结果,通过这些广告可以追溯当前一些广告修辞的起源,以及我们当前对音乐活动的一些想法。通过这种方式,所研究的广告展示了与当时的心态、审美和社会习俗的一些有趣联系,同时也向我们展示了这些话语在多大程度上在今天仍然有效。
更新日期:2021-06-04
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