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What the music in Czech television commercials consist of
Blažej, Jáchym ; Vranka, Marek (advisor) ; Hroch, Miloš (referee)
The study "What does music in Czech television commercials consist of?" deals with music used in television commercials. In particular, what the music consists of, how its selected elements work and how they are applied in commercials. The work is divided into two parts - theoretical and practical. The theoretical part introduces the subject area - advertising, television advertising, music and music in advertising and their individual selected elements, followed by the research part. In the research part, the chosen research methodology is first introduced and justified and then the data resulting from the quantitative analysis of selected elements of music in 100 television commercials are presented. It is answered what the general characteristics of music are, what instruments are included in it, what sets of tones it consists of and how the selected elements apply to the advertisement and to themselves. The general properties are understood as how many ads the music is contained in, its length relative to the total length of the ads, its level of activation - here the unifying properties of tempo, dynamics and rhythm, and some other properties. Next, the different identified musical instruments included in the music are presented and, in selected cases, their use is justified in terms of...