Ambi-Diegetic Music in Films as a Product Design Smell of Success  

Oleh:

Holbrook, Morris B.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 4 no. 3 (Sep. 2004), page 171–185.
Topik: ambi-diegetic music in films; film music; product design; product placement; symbolic consumer behavior; symbolic consumption
Fulltext: 171MT43.pdf (121.16KB)

Isi artikel

As an important element in the product design of motion pictures, ambidiegetic music in films – appearing on-screen (diegetically) but helping to advance a film’s dramatic development (non-diegetically) – plays a key role in shaping the consumption experience of a movie audience. Further, ambi-diegetic music in films is a kind of product placement in which the individuals who create a motion picture insert a particular offering – namely, a musical performance – in a manner intended to structure a movie’s meaning and to shape its appreciation. As one illustration, this article examines the role of ambi-diegetic music in Sweet Smell of Success (1957). This film attracts the interest of those concerned with marketing theory partly because it represents the battle of artistic integrity against the forces of commercialism and especially because the movie’s design hinges on the manner in which ambi-diegetic cinemusical moments work to develop the characterization of a leading protagonist. Specifically, the identity of the guitarist who performs the source music that this character mimes on-camera turns out to carry considerable significance for our interpretation of his personality, disposition, and capabilities. Thus ambi-diegetic music plays a key role in the product design that creates a viable work of art.

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