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Persuasión musical en spots de Donald Trump. Recursos de yuxtaposición en anuncios comparativos con música de librería.
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- Additional Information
- Alternate Title:
Musical persuasion in Donald Trump’s campaign advertising. Juxtaposition resources in contrast spots with production music.
- Subject Terms:
- Abstract:
Este artículo estudia la banda sonora de algunos spots de contraste de Donald Trump que incluyen recursos de yuxtaposición musical. Anuncios que emplearon composiciones preexistentes de librería en las campañas presidenciales estadounidenses de 2016 y 2020. La técnica preferente consiste en reducir al mínimo el número de instrumentos empleados al hablar del adversario e incorporar la orquestación completa al hablar del anunciante. El silencio expresivo constituye el recurso más poderoso que tiene la música para señalar aquellas palabras o frases que, por la información que ofrecen, resumen el mensaje publicitario y electoral del spot. El candidato republicano apuesta por alternar y conjugar cambios armónicos y texturales para proyectarse como un perfil duro en el segundo fragmento del spot, en contraposición a la debilidad de los candidatos demócratas, representada en la primera parte de ataque. Aplicar cambios armónicos manteniendo los instrumentos, el ritmo y la velocidad de la música fortalece la cohesión narrativa de todos los componentes audiovisuales. La metodología empleada en este estudio se puede aplicar para observar la música en lo audiovisual fuera del ámbito electoral, e incluso fuera del ámbito de la publicidad. [ABSTRACT FROM AUTHOR]
- Abstract:
This paper studies the soundtrack of some Donald Trump contrast ads that include resources of musical juxtaposition. Adverts that used preexisting production music during the 2016 and 2020 US presidential campaigns. The preferred technique is to reduce the number of instruments used to a minimum when talking about the adversary and bringing in full orchestration when speaking of the advertiser. Expressive silence is the most powerful musical device for signposting those words or phrases that, due to the information they transmit, summarise the advertising and campaign message in the ad. The Republican candidate opts for alternating and combining harmonious and textural changes to project himself with a tough profile in the second part of the spot, in contrast with the weakness of the Democrat candidates, as represented in the first, negative part. The application of harmonic changes while maintaining the instruments, rhythm and pace of the music strengthens the narrative cohesion of all the audio-visual components. The methodology utilised in this study can be applied to observe music in the audio-visual field outside the context of political campaigns, and even outside advertising. [ABSTRACT FROM AUTHOR]
- Abstract:
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