The Sounds of Capitalism The Sounds of Capitalism Advertising, Music, and the Conquest of Culture Timothy D. Taylor University of Chicago Press Chicago and London Timothy D. Taylor is professor of ethnomusicology and musicology at the University of California, Los Angeles. His books include Beyond Exoticism: Western Music and the World; Strange Sounds: Music, Technology and Culture; and Global Pop: World Music, World Markets. Th e University of Chicago Press, Chicago 60637 Th e University of Chicago Press, Ltd., London © 2012 by Th e University of Chicago All rights reserved. Published 2012. Printed in the United States of America 21 20 19 18 17 16 15 14 13 12 1 2 3 4 5 ISBN-13: 978-0-226-79115-9 (cloth) ISBN-10: 0-226-79115-7 (cloth) Portions of chapters 1 and 2 fi rst appeared in an earlier form as “Music and Advertising in Early Radio,” echo 5 (Spring 2003), htt p://www.echo.ucla.edu/volume5-issue2/taylor/ index.html. A portion of chapter 3 appeared in an earlier form as “Th e Rise of the Jingle,” Advertising and Society Review 3 (2010), htt p://muse.jhu.edu/journals/advertising_and_ society_review/v011/11.2.taylor.html. One portion of chapter 9 appeared as “Th e Chang- ing Shape of the Culture Industry; or, How Did Electronica Music Get into Television Commercials?” Television and New Media 8 (August 2007): 235–58; another portion of chapter 9 appeared as “Advertising and the Conquest of Culture,” Social Semiotics 4 (December 2009): 405–25. Library of Congress Cataloging-in-Publication Data Taylor, Timothy Dean, author. Th e sounds of capitalism : advertising, music, and the conquest of culture / Timothy D. Taylor. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-226-79115-9 (cloth : alkaline paper) ISBN-10: 0-226-79115-7 (cloth : alkaline paper) 1. Music in advertising —United States. 2. Advertising—United States—History—20th century. 3. Mass media and music—United States. I. Title. ML3790.T395 2012 306.4'8420973—dc23 2011041483 Th is paper meets the requirements of ANSI/NISO Z39.48-1992 (Permanence of Paper). For Sherry Art imitates life and commercials imitate art. —Composer/lyricist Peppy Castro, 1988 Contents List of Illustrations xi List of Examples xiii Acknowledgments xvii Introduction: Capitalism, Consumption, Commerce, and Music(cid:8)(cid:8)1 1 Music and Advertising in Early Radio(cid:8)(cid:8)11 2 The Classes and the Masses in the 1920s and 1930s(cid:8)(cid:8)43 3 The Great Depression and the Rise of the Radio Jingle(cid:8)(cid:8)65 4 Music, Mood, and Television: The Use of Emotion in Advertising Music in the 1950s and 1960s (cid:8)(cid:8)101 5 The Standardization of Jingle Production in the 1950s and After(cid:8)(cid:8)127 6 The Discovery of Youth in the 1960s(cid:8)(cid:8)147 ix
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