Aproximación tipológica a la música en publicidad

Abstract

This  paper is an  approach  to music in  advertising from  two  points  of view. On the one hand,  we have studied songs 'quality as sonorous corporative ele­ ments that  enhance  visual brand identity.  And  on the other hand,  we have consi­ dered the possibility that  these musical compositions used in ads could be commer­  cialized as independent hits. Our study has been performed  according to a theore­ tical frame based on a source classification of different types of music used in adver­ tising.