Popular Music in U.S. Presidential Commercials Materials developed by Joanna Love Assistant Professor of Music University of Richmond for Trax on the Trail

Popular Music in American National Brand Advertising Baby Boomers and the Advertising Industry Segmentation Marketing – Demographics – Psychographics Music Licensing

“Pop” Licensing Who is the artist and what is the product? Does the artist seem like a good match for this product? Why or why not? What is the genre of this song? Can you name the song? How does the version of the song in the commercial differ from the original version typically heard on the radio? What is the commercial’s message? To whom is this commercial targeted? How do you know?

Popular Music in Political Commercials Popular music’s function vs. classical scores and background music “Morning in America” – 1984 television commercial for President Ronald Reagan – Questions to Consider What genre/type of music is being used? Name some of its characteristics. How does the music support the images? Taking the music and images together, what does this commercial say about the candidate? What values does this commercial communicate about the Republican candidate?

Popular Music and the 2016 Presidential Race Popular music, meaning, and audiences Licensing debacles Success: Bernie Sanders, “America” Considering how popular music works in commercials: 1) To whom/what does the music match and is it convincing? 2) What are the qualities that we hear within the music itself and how do these tropes work with the images and onscreen dialogue? 3) What is the message/intent of this commercial?

“Freedom” and “Stand with Hillary” Ben Carson “Freedom” Radio Commercial Based on what we know about the musical and political origins of hip hop, what makes Ben Carson’s radio commercial, “Freedom,” unconvincing? “Stand with Hilary” – Lesson 1: The Music Should Match the Candidate To whom/what does the music match and is it convincing? – Lesson 2: Bad Music Kills the Buzz What are the qualities that we hear within the music itself and how do these tropes work with the images and onscreen dialogue? – Lesson 3: Audiences Resent Pandering and Essentialism What is the message/intent?

Your Turn! What song/genre would you match to the nominees, Hillary Clinton and Donald Trump? – What is the perfect genre or piece of popular music that would effectively communicate their agendas and convince audiences? Why? – Which demographics/psychographics would you target? – What would the message be? – What lyrics would you include? – Would there be onscreen dialogue? – Would the candidate appear in the commercial?