Matches in SemOpenAlex for { <https://semopenalex.org/work/W3048600959> ?p ?o ?g. }
Showing items 1 to 72 of
72
with 100 items per page.
- W3048600959 endingPage "25" @default.
- W3048600959 startingPage "17" @default.
- W3048600959 abstract "Music is part of Coca Cola's life journey. Started in 1971 with the popular TVC “I'd Like to Buy the World a Coke”. Similarly, The “Open Happiness” Campaign was also using music as itsstrength to grab people's attention. The song which is titled is the same as its campaign,Open Happiness, then became the creative spearhead of Coca Cola's global advertisingcampaign. The above facts then raises questions which are how music being part of the creativecommunications strategy in advertising. Semiotics was used as the method to evaluate music asa creative communications strategy on Coca Cola “Open Happiness” TVCs campaign. It alsoanalyzed based on type of music, lyrics and singers. This campaign used the 'dum-dum' beat onhip hop music which creates fun and happy feelings. Then its lyrics asked people to have fun withfriends, share happiness with Coca Cola and forget about sadness. Also famous singers whichhave strong connections with their fans which make it easier for Coca Cola to get into thatcommunity. That component is then packed into one song which makes people enjoy it withouthaving any feelings of being persuaded." @default.
- W3048600959 created "2020-08-18" @default.
- W3048600959 creator A5088980034 @default.
- W3048600959 date "2020-08-12" @default.
- W3048600959 modified "2023-09-23" @default.
- W3048600959 title "Music Component on TVCs: Coca Cola 'Open Happiness' Campaign" @default.
- W3048600959 cites W2021294378 @default.
- W3048600959 cites W2090892634 @default.
- W3048600959 doi "https://doi.org/10.22219/mdo.v2i1.13167" @default.
- W3048600959 hasPublicationYear "2020" @default.
- W3048600959 type Work @default.
- W3048600959 sameAs 3048600959 @default.
- W3048600959 citedByCount "0" @default.
- W3048600959 crossrefType "journal-article" @default.
- W3048600959 hasAuthorship W3048600959A5088980034 @default.
- W3048600959 hasConcept C107038049 @default.
- W3048600959 hasConcept C112698675 @default.
- W3048600959 hasConcept C122980154 @default.
- W3048600959 hasConcept C124952713 @default.
- W3048600959 hasConcept C142362112 @default.
- W3048600959 hasConcept C144133560 @default.
- W3048600959 hasConcept C15744967 @default.
- W3048600959 hasConcept C2776436406 @default.
- W3048600959 hasConcept C2778999518 @default.
- W3048600959 hasConcept C2779302386 @default.
- W3048600959 hasConcept C2779812673 @default.
- W3048600959 hasConcept C2992358082 @default.
- W3048600959 hasConcept C77805123 @default.
- W3048600959 hasConceptScore W3048600959C107038049 @default.
- W3048600959 hasConceptScore W3048600959C112698675 @default.
- W3048600959 hasConceptScore W3048600959C122980154 @default.
- W3048600959 hasConceptScore W3048600959C124952713 @default.
- W3048600959 hasConceptScore W3048600959C142362112 @default.
- W3048600959 hasConceptScore W3048600959C144133560 @default.
- W3048600959 hasConceptScore W3048600959C15744967 @default.
- W3048600959 hasConceptScore W3048600959C2776436406 @default.
- W3048600959 hasConceptScore W3048600959C2778999518 @default.
- W3048600959 hasConceptScore W3048600959C2779302386 @default.
- W3048600959 hasConceptScore W3048600959C2779812673 @default.
- W3048600959 hasConceptScore W3048600959C2992358082 @default.
- W3048600959 hasConceptScore W3048600959C77805123 @default.
- W3048600959 hasIssue "1" @default.
- W3048600959 hasLocation W30486009591 @default.
- W3048600959 hasOpenAccess W3048600959 @default.
- W3048600959 hasPrimaryLocation W30486009591 @default.
- W3048600959 hasRelatedWork W1516680176 @default.
- W3048600959 hasRelatedWork W1529859124 @default.
- W3048600959 hasRelatedWork W1543259876 @default.
- W3048600959 hasRelatedWork W1551665916 @default.
- W3048600959 hasRelatedWork W1987080165 @default.
- W3048600959 hasRelatedWork W1997024848 @default.
- W3048600959 hasRelatedWork W2066324506 @default.
- W3048600959 hasRelatedWork W2121362632 @default.
- W3048600959 hasRelatedWork W2379079556 @default.
- W3048600959 hasRelatedWork W2417083230 @default.
- W3048600959 hasRelatedWork W2468698461 @default.
- W3048600959 hasRelatedWork W2469317706 @default.
- W3048600959 hasRelatedWork W2472257083 @default.
- W3048600959 hasRelatedWork W2571255543 @default.
- W3048600959 hasRelatedWork W2601707182 @default.
- W3048600959 hasRelatedWork W2603354609 @default.
- W3048600959 hasRelatedWork W3039261744 @default.
- W3048600959 hasRelatedWork W592762520 @default.
- W3048600959 hasRelatedWork W2235396899 @default.
- W3048600959 hasRelatedWork W2401104808 @default.
- W3048600959 hasVolume "2" @default.
- W3048600959 isParatext "false" @default.
- W3048600959 isRetracted "false" @default.
- W3048600959 magId "3048600959" @default.
- W3048600959 workType "article" @default.