Elem.Assess. 3 (video)


You will assess a marketing communication that employs music (and/or sound effects) as a key source of communicative information.  

Please provide an image or URL per the instructions.  Audience, Marketing Goals, Communication Objectives --   You didn't provide the proposed audience for the ad.    Also, you didn't identify clearly the proposed marketing and communication goals.  This is a critical component of the assignment in that without this, you can't tie in the evaluations and justify the recommendations.    Be sure to consider and discuss the marketing goals for the ad.  Does the brand seem to want higher sales revenue?  Higher sales volume?  Are they breaking into a new market?  Are they trying to solidify their current market?  When you provide the communication goals of the ad, be specific.  Is the ad made to inform?  If so, of what?  To remind?  To persuade?  To connect?  Be specific.  For whom is the ad created?  Is there a different purpose for each audience?  Even though you may not know for certain, it's helpful to have this clearly in mind as you evaluate the various design elements and their usage/portrayal.  Descriptions  Your description needs more focus on visual imagery design elements.  From the readings, you should have been able to identify a number of design elements (color, line, background, texture, framing, visual hierarchy, contrast, hue, saturation, etc.) that would be relevant to this ad.  Then, spend more time describing the ad in terms of the design elements.  As noted in the template (in bold and italics near the top), "you should write at least several sentences to a full paragraph for each cell entry."  Evaluations  Provide an evaluation of the design element from your own perspective.  There will be no need to cite research (particularly academic research that is not focused on design elements) in any of these evaluations.  This is your thoughts on how the elements, as portrayed, will help or hinder the achievement of the marketing and communication goals.  Recommendations  You have some interesting recommendations, but they need to be justified by explaining how changes to some aspect of the elements would result in better communication and a higher likelihood of meeting the marketing and communication goals.

Element Assess. 3: Music Format 



Please use the document attached to respond the questions:

which is the Template for Element Assessment #3 – Format: Music (and Sound Effects) 

follow the instructions attached


Sidney Hecker, who in 1984 was the Vice President and Associate Research Director at Young and Rubicam in New York City, said, "Music, when used appropriately, is the catalyst of advertising.  It augments pictures and colors words, and often adds a form of energy available through no other source."**

As you assess the various elements of the music communication format, your first impulse likely would be to consider the classic elements of music (Rhythm, Melody, Harmony, Timbre, Texture, Form, and Dynamics).  A bolder and more creative -- and more useful -- approach, however, would be to borrow elements from imagery, rhetoric, etc. and use them to describe, evaluate, and suggest within the realm of music in communication.

Research on music in advertising has shown that music can aid in gaining attention, creating moods, and enhancing message and brand recall.  Researchers have shown that a perceived "fit" or congruence or compatibility between the music and the product or brand in a marketing communication results in stronger communicative meaning.  Music in marketing communications can elicit emotion, create cultural context, emphasize or de-emphasize visual or written elements, build suspense, extend viewing time, and signal finality.

As you describe at an elemental level the music format in your selected marketing communication, evaluate how those various elements are helping or hurting the presumed marketing message, and then make recommendations as to how elements could or should be changed, push yourself beyond the safe realm of describing music in typical musical terms.  A great many visual imagery elements, text elements, rhetoric elements, and even elements from the communication forms of touch, smell, and taste can all be applied to music (and vice versa).  Be creative; be bold; be a marketer.  ~Miyazaki

Be sure to focus your Element Assessment on the music portion, and not the other communication formats (video imagery, speaking, singing, words, etc.) or the communication as a whole.  The "marketing communication" must be designed to communicate a message for a particular brand, product, organization/company, etc. using music as a key communication format.  "Music videos" are not acceptable in that they are designed for entertainment without a particular brand, product, etc. being marketed.  If a list is provided, select from the list.



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