Emotional benefits of Coca-Cola advertising music
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Martínez-Rodrigo, E. & Sánchez-Porras, M.J. (2017). Emotional benefits of Coca-Cola advertising music. Procedia - Social and Behavioral Sciences, 237, 1444-1448 [http://hdl.handle.net/10481/54014]
Human beings have multiple resources to transmit emotions. One of them is music which is quite effective in broadcasted publicity. In this work we have studied some of the emotions which can be transmitted by the main constituent elements of music. We have focused on the spots of Coca- Cola, one of the most important brands in the world. He have made use of content analysis as methodology, taking as an axis the main elements of musical organization: rhythm, melody and harmony. It has been proved that in Coca- Cola spots a correct use of these elements is being done, so music transmits feelings and emotions directly related to happiness. This value has been included in Coca- Cola's brand image as an own one for a long time.