Article

The Avant-Garde in the Family Room: American Advertising and the Domestication of Electronic Music in the 1960s and 1970s

Timothy D. Taylor

in The Oxford Handbook of Sound Studies

Published in print December 2011 | ISBN: 9780195388947
Published online November 2012 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780195388947.013.0091

Series: Oxford Handbooks

 The Avant-Garde in the Family Room: American Advertising and the Domestication of Electronic Music in the 1960s and 1970s

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Today, the world is surrounded by electronic sounds of all kinds, which were not always so omnipresent or accepted. This article offers a history of the domestication of sounds that were initially associated with science fiction but fairly quickly found their way into television commercials. It uses the domestication concept in three ways. The first deals with the adoption of sounds associated with science fiction to use in selling products in everyday life. The second explores the complex set of processes behind the scenes by which electronic sounds were harnessed for use in selling. Under this, the article addresses the question of how electronic musicians convinced potential clients in and out of the advertising industry that such sounds could be used in advertising. Finally, the article refers the concept of domestication to the ways in which commodities were thought to become friendly products for consumers and were brought to life by electronic sounds.

Keywords: electronic sounds; domestication; television commercials; science fiction; musicians

Article.  9701 words. 

Subjects: Music ; Sound Studies ; Musicology and Music History

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