5
Underscoring
Compositional Techniques
Commercials are intended to sell products or create images for companies
and/or products. The function of most commercials is to deliver a mes-
sage explaining why a consumer should purchase a product. Public ser-
vice commercials provide important information, for example, ‘‘All
children should receive the polio vaccine.’’ Image advertising creates
goodwill for a company (without selling a product). For instance, some
General Electric ads inform the public about products that are not sold to
average consumers but are sold to hospitals and physicians for use in med-
ical treatments and research. Although some commercials may be creative
(with pristine quality film and inspiring music), they may not be effective
advertising because they do not present their messages clearly. Most agen-
cies strive to accomplish both objectives by combining creative advertising
with a concise message.
Music plays a significant role in conveying a commercial message.
Writing music to accompany pictures is analogous to solving a puzzle.The
pieces must fit.Composers often have to create a labyrinth of sound; the
music weaves in and out of a maze until reaching the exit. The difference
between a musical puzzle and a conventional puzzle is that the musical
puzzle has many ways in which it can be solved. A composer must not
only solve the puzzle but also have the solution approved by the client.
The most crucial questions that have to be answered by composers are the
following:
- How will the audience respond to the emotional content of the
music? - When should the music begin and end?
- What instrumentation is most appropriate for the musical goal?
(This depends on the budget and emotional tone of the film.)
These questions have to be answered and approved by the agency cre-
atives as well as by the composer.
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