EL SPOT PRESIDENCIAL ESTADOUNIDENSE A TRAVÉS DE SU MÚSICA. DE LOS PRIMEROS ANUNCIOS TELEVISIVOS A LA CONSOLIDACIÓN DE INTERNET COMO CAMPO DE BATALLA ELECTORAL Dos primeiros anuncios televisivos á consolidación de internet como campo de contenda electoral
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Resumo
Este artigo parte da observação dos spots coletados no Museu da Imagem em Movimento e nos canais do YouTube dos candidatos à presidência dos Estados Unidos. Somente na década de 1980 é que o uso da música foi normalizado nesse tipo de publicidade. Há um uso decrescente do jingle e uma melhora na integração devido à congruência e complementaridade dos significados fornecidos pela música. Na década de noventa há um claro aumento no número de spots lançados, por meio dos quais se estabelecem seus clichês estilísticos musicais mais característicos. No século XXI, os recursos musicais da publicidade emocional estão sendo integrados, e atualmente está se normalizando um sensacionalismo que absorve o estilo do trailer cinematográfico. Por meio da música, o spot distingue o propósito do anunciante e indica palavras com silêncios ou outros recursos musicais.
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