Análisis y comparación de la producción de los principales jingles publicitarios producidos por Hernán Montalvo y Felipe Terán entre los años 2010 y 2018

Abstract

The purpose of this research is the analysis of the elements that are used within the music of 8 advertising jingles, produced by Graduates Hernán Montalvo, owner manager of Toca Records, and Felipe Terán, owner manager of CODA Producciones, to know the main musical characteristics of each of the productions. First, a theoretical base is presented that explains the function that music plays and the importance that it has within the advertising field. For this, bibliographic information was taken from various authors regarding the field of advertising and music. Then, the concept and purpose of the Semiological Hermeneutical Method is described, to understand the elements to consider when analyzing the reason for this research work. Subsequently, the elements and musical characteristics are highlighted, as well as the results obtained from each jingle analyzed. It should be noted that, for this investigation, 4 jingles from each of the producers were analyzed. Finally, in the ANNEXES section, the music sheets of the 8 jingles transcribed by the author of this work are shown.