%0 Journal Article
%T Recycling sound in Commercials
%A Charlotte R£¿rdam Larsen
%J SoundEffects
%D 2012
%I Aarhus University
%X Commercials offer the opportunity for intergenerational memory and impinge on cultural memory. TV commercials for foodstuffs often make reference to past times as a way of authenticating products. This is frequently achieved using visual cues, but in this paper I would like to demonstrate how such references to the past and ¡®the good old days¡¯ can be achieved through sounds. In particular, I will look at commercials for Danish non-dairy spreads, especially for OMA margarine. These commercials are notable in that they contain a melody and a slogan ¨C ¡®Say the name: OMA margarine¡¯ ¨C that have basically remained the same for 70 years. Together these identifiers make OMA an interesting Danish case to study. With reference to Ann Rigney¡¯s memorial practices or mechanisms, the study aims to demonstrate how the auditory aspects of Danish margarine commercials for frying tend to be limited in variety: in general, the soundtracks of margarine commercials seem to merge into one, they are somewhat alike. The OMA commercials are no exception, but the OMA melody makes a distinction. In general the soundtracks of OMA margarine commercials (and the use of melody) seem to have shifted from using a predominantly semantic causal soundtrack to tracks using aesthetic and musicalised elements which are supposed to arouse more sensuous feelings in the consumers.
%K sound
%K cultural memory
%K commercials
%U http://www.soundeffects.dk/article/view/5184