American presidential campaign ads through its music. From the first television advertising to the consolidation of internet as an electoral battlefield Dos primeiros anuncios televisivos á consolidación de internet como campo de contenda electoral
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This article is based on the observation of the campaign ads collected by the Museum of the Moving Image and the YouTube channels of the candidates for the presidency of the United States. Until the eighties, the use of music was not normalized in this type of advertising. There is a decreasing use of the jingle and an improvement in the integration of the meanings provided by the music due to congruence and complementarity. In the nineties there is a clear increase in the number of spots released, through which their most characteristic musical stylistic clichés are established. In the 21st century are being integrated the musical resources of emotional advertising, and currently is being normalized some sensationalism that absorbs the style of the cinematographic trailer. Through music, the ad distinguishes the purpose of the advertiser and indicates words with silences and other musical resources.
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