SODA GOES POP: PEPSI-COLA ADVERTISING AND POPULAR MUSIC
Book ID/图书代码： 13560019C00019
English Summary/英文概要： From its 1939 "Nickel, Nickel" jingle to pathbreaking collaborations with Michael Jackson and Madonna to its pair of X Factor commercials in 2011 and 2012, Pepsi-Cola has played a leading role in drawing the American pop music industry into a synergetic relationship with advertising. This idea has been copied successfully by countless other brands over the years, and such commercial collaboration is commonplace today--but how did we get here? How and why have pop music aesthetics been co-opted to benefit corporate branding? What effect have Pepsi’s music marketing practices in particular had on other brands, the advertising industry, and popular music itself? Soda Goes Pop investigates these and other vital questions around the evolving relationships between popular music and corporate advertising. Joanna K. Love joins musical analysis, historical research, and cultural theory to trace parallel shifts in these industries over eight decades. In addition to scholarly and industry resources, she draws on first-hand accounts, pop culture magazines, trade press journals, and other archival materials. Pepsi’s longevity as an influential American brand, its legendary commercials, and its pioneering, relentless pursuit of alliances with American musical stars makes the brand a particularly instructive point of focus. Several of the company’s most famous ad campaigns are prime examples of the practice of redaction, whereby marketers select, censor, and restructure musical texts to fit commercial contexts in ways that revise their aesthetic meanings and serve corporate aims. Ultimately, Love demonstrates how Pepsi’s marketing has historically appropriated and altered images of pop icons and the meanings of hit songs, and how these commercials shaped relationships between the American music business, the advertising industry, and corporate brands. Soda Goes Pop is a rich resource for scholars and students of American studies, popular culture, advertising, broadcast media, and musicology. It is also an accessible and informative book for the general reader, as Love’s musical and theoretical analyses are clearly presented for non-specialist audiences and readers with varying degrees of musical knowledge.
Chinese Summary/中文概要： 从1939年的广告主题“Nickel, Nickel”到开创性地与迈克.杰克逊和麦当娜合作，再到它与X音素2011和2012的合作广告，百事可乐在美国流行音乐产业与广告合作上起到了领军者的作用。这个想法这些年来已经被数不清的其他品牌成功模仿。现在这样的商业合作稀松平常但是这样的局面是如何实现的呢？流行音乐人如何以及为何合作让企业品牌获利的？特别是百事的音乐市场实践对其他品牌、广告产业和流行音乐自身有什么影响？《可乐与流行音乐》研究了这些以及其他围绕着流行音乐和企业广告之间关系演变的重要的问题。乔安娜 K. 洛夫加入了对音乐的分析，历史的研究和文化理论来追溯八十年来这些领域的平行转变。除了学术上和行业上的资料，她还着手于第一手的描述、流行文化杂志、行业刊物杂志和其他档案材料。最后，洛夫论证了百事的市场营销历史性地运用和改变了流行偶像的形象和热门单曲的意义，以及这些广告如何决定美国音乐商务、广告产业和企业品牌之间的关系。
《可乐与流行音乐》为学习和研究美国研究、流行文化、
广告学、广播媒体和音乐学的学者提供了丰富的资料，同
时对普通读者来说也是一本易懂、信息丰富的读物，因为
洛夫的音乐和理论分析是通过不同程度的音乐知识清楚地
呈现给非专业的观众和读者的。
Awards/获奖情况：
About the Author/作者介绍： 乔安娜 K. 洛夫是里士满大学音乐系的副教授。
Joanna K. Love is Associate Professor of Music at the University of Richmond.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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