Three visual "hooks" It has been suggested that music videos make use of three kinds of visual "hooks" to encourage viewer interest. Not only are commercials aired during its programing, but the videos themselves can be viewed as spots for CDs and other music-related products. The fast cutting that is a feature of many videos reflects the tempo of the sound track. The performance motivates the viewer to buy that particular song. Similarly, it has been asserted that all the components of a music video assist in the marketing of the video. MTV became an effective advertising medium because it uses music, visual elements, popular culture icons and the socializing effect of TV to drive its selling message. A similar technique was evident in a number of popular TV commercials of the s, particularly those for sporting goods such as exercise machines. Since MTV was first introduced in , it has had a significant impact on advertising. The connection between image and music thus becomes a branding technique.
The performance motivates the viewer to buy that particular song. The third hook relies on the association of a musical motif with a visual image. But more often than not, the video clip sells a great deal more than just music. The connection between image and music thus becomes a branding technique. To get uninterrupted access and additional benefits, become a member today. Various studies have examined how TV exposure influences consumers' perceptions of the world. Its primary goal is to promote the artist or band performing in a video clip, influencing consumers to purchase CDs as well as other band-related products. Graphics appear at the beginning and at the end of the video clip, stating the name of the group, song and album, motivating the viewer to remember it. Advertisers started using popular culture, relying on the knowledge of TV viewers as "readers" of TV, to promote their products through intertextuality. In the music video "Rock the Casbah" by the Clash, an armadillo appears every time the minor chord piano pattern is repeated. MTV, Influence of June 02, The performance thus sells not just the song but also the video itself. We are glad you are enjoying Advertising Age. The fast cutting that is a feature of many videos reflects the tempo of the sound track. Fox in a Diet Pepsi campaign, the soft drink company relied on his popular appeal and familiarity as a star of the long-running sitcom "Family Ties. Shaping the consumer culture Researchers who study music videos have commented on the close similarities in visual style, background music and format of MTV videos and commercials, noting that it is sometimes difficult to distinguish the two. A second kind of hook involves placing attractive models throughout the videos to encourage viewers to keep watching, and the sexual content of music videos is often used to encourage repeat viewing. Music videos came about as a result of a recession that occurred in the music industry during the early s. Similarly, it has been asserted that all the components of a music video assist in the marketing of the video. Research shows that the tempo of popular music is clearly represented in the visual rhythm of music video clips. Not only are commercials aired during its programing, but the videos themselves can be viewed as spots for CDs and other music-related products. For example, in featuring actor Michael J. The phenomenon of synaesthesia has been suggested by some authorities as an approach that can help researchers better understand the effects of music TV. A similar technique was evident in a number of popular TV commercials of the s, particularly those for sporting goods such as exercise machines. Log in or go back to the homepage. Three visual "hooks" It has been suggested that music videos make use of three kinds of visual "hooks" to encourage viewer interest.
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