Musik i reklamfilm : Synkroniseringsprocessen och dess effekter

The purpose of this paper is to analyse, identify and clarify: - The integration of music and brands in commercials that are created for television, cinema or internet, - The effects that this integration has for the involved parties and the movie that is being created. Music is a big part of today's society and advertising is a big part of people's everyday lives. It is therefore natural that music in advertising can have the power to affect, attract, influence and interest human beings. We think that the music in commercials is a fascinating subject to study because the phenomenon is relatively unexplored in the academic sphere. The knowledge of the synchronization process of music and commercials is also becoming increasingly important for involved parties to understand and manage. The essay is developed through a qualitative methodology. We have conducted six interviews, with different players who all have extensive experience and knowledge about the chosen topic. Although we used a qualitative approach, we revealed some clear trends during the process, where our respondents closely related to each other. Areas that we highlight in the conclusion are: Social Change and Competition, the progress of Personal Relationship, Effects for the involved parties and potential future developments. To illustrate our conclusions, we decided to develop a self-composed model.