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Papers by Nicolai J Graakjær

Music in the Social and Behavioral Sciences: An Encyclopedia, Dec 4, 2014

IGI Global eBooks, May 24, 2011

Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly reg... more Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly regarded as visual phenomena–commercial messages, as for instance banner ads that we watch, read, and eventually click on–but only rarely as something that we listen to. The present chapter presents an overview of the auditory dimensions in web advertising: Which kinds of sounds do we hear in web ads? What are the conditions and functions of sound in web ads? Moreover, the chapter proposes a theoretical framework in order to analyse the communicative functions of sound in web advertising. The main argument is that an understanding of the auditory dimensions in web advertising must include a reflection on the hypertextual settings of the web ad as well as a perspective on how users engage with web content.

DOAJ (DOAJ: Directory of Open Access Journals), Jun 1, 2011

kvarter akademisk academic quarter 02 250 Volume 02 250 Volume McJingles Om musik i tv-reklamer f... more kvarter akademisk academic quarter 02 250 Volume 02 250 Volume McJingles Om musik i tv-reklamer for McDonald's-kampagnen i'm lovin' it Nicolai J. Graakjaer f. 1972. Ph.d. og lektor ved Aalborg Universitet. NJG har forskningsmaessigt primaert beskaeftiget sig med lyd og musik i strategisk kommunikative sammenhaenge. Han har blandt andet vaeret medredaktør og bidragsyder til antologien Music in Advertising-Commercial Sounds in Media Communication and Other Settings (2009, Aalborg Universitetsforlag). Indledning I september 2003 lancerede McDonald's en ny reklamekampagne, der blev betegnet som "…an unprecedented, multi-dimensional, global brand campaign" med visning af tv-reklamer i flere end 100 lande (Rozenich & Briskin, 2003). En central ingrediens i kampagnen var sloganet i'm lovin' it. I dag (vurderet 2011) er sloganet det samme som dengang, og sloganet har dermed vist sig som et af de mest sejlivede i McDonald's historie: Aldrig tidligere har et slogan for McDonald's vaeret så dominerende i så lang tid. 1 Men faktisk er sloganet ikke helt 'det samme' i dag som dengang. Det kan udtrykkes på den måde, at mens sloganet nok har vaeret stabilt i et syntaktisk perspektiv, så har det vist sig variabelt i et semantisk perspektiv. Jeg vil i artiklen undersøge, hvad sloganet egentlig betyder og herunder fokusere på, hvilken rolle den musikalske formidling af sloganet spiller. Artiklen er således et bidrag til forståelse af, hvordan musik kan bidrage til at skabe betydning i en strategisk kommunikativ sammenhaeng. Empirisk baserer artiklen sig på alle McDonald's-tv-reklamer med førstegangsvisning på TV 2 i perioden september 2003 til september 2009.

Oxford University Press eBooks, Feb 10, 2021

Based on an examination of the Coca-Cola commercial “Taste” (distributed the first time in 2015 a... more Based on an examination of the Coca-Cola commercial “Taste” (distributed the first time in 2015 as part of the “Open Happiness” campaign), this chapter explores how a commercial can “colonize” and “cultivate” generic territories of music, sound, and brand image. The chapter also examines how music and sound accomplish this in a brand’s pursuit of this emotional territory, whether or not this pursuit is successful or not, through a process of signification. The examination focuses on the textual organization of the commercial, including both transtextual and cotextual perspectives. The analysis also examines the relationship of music and other sound effects to the visual image in the commercial.

Focal Press eBooks, Sep 27, 2021

The pedagogical element of music teacher education has been much debated over the past decade. At... more The pedagogical element of music teacher education has been much debated over the past decade. Attention has been drawn to the need for strengthening the pedagogical modules and developing the overall structure of the study programmes. Both of the Ph.D. projects presented here are part of a major current research project under the main project title Music Teacher Education in Denmark: Core of Educational Content and Professionalization which is situated at the Danish University of Education headed by professor Frede V. Nielsen. Included are several projects aiming to describe, analyse, problematize, and develop possibilities concerning music teacher education in Denmark related to four different institutions that educate music teachers. All the projects share three core issues of particular interest, which are a) educational content, b) the structure of music education institutions in Denmark, and c) the professionalization (the relationship between music education and its professional application). The projects of the two authors, performed in the time scope 2004-7, focus mainly on the problem of educational content and are concerned with how the conservatories prioritize theoretical (scientia) and practical (ars) pedagogical content in their study programs. Currently students receive more practical (pedagogical) teacher training than they do theories of education. This priority is based on the specific way the conservatories understand competence/qualification, learning, identity, and general education. In relation to this focus, our main theoretical perspective is didactic in the sense, where 'didactic analysis will … target study content, its rational, criteria for its selection, and its potentials of application from a vocational view point' , as Frede V. Nielsen put it in a paper given at the NNMpF Conference in Stockholm 2005.

The Soundtrack, Aug 1, 2019

This article aims to specify the role of spectator sounds in football simulation video games as e... more This article aims to specify the role of spectator sounds in football simulation video games as exemplified by FIFA 19: what are the structures and functions of spectator sounds and how are these sounds related to the visuals of the video game and the player’s actions and potential experience of disruption? Although the examination generally adds to the understanding of a prevalent and purportedly significant yet hitherto rather underexplored type of video game sound, the examination also motivates a modification of certain positions within previous research that has routinely highlighted the non-obtrusive role of video game sounds. Specifically, the article shows how the disruptive potential of the spectator sounds is attributional both to what they sound like, why they occur and how and from what perspective the player is called upon to listen to them.

... Nicolai Jørgensgaard Graakjær. ... With reference to Stefani's levels of codes (... more ... Nicolai Jørgensgaard Graakjær. ... With reference to Stefani's levels of codes (Stefani 1987), all of these are potentially involved in establishing meanings when pre-existing music is involved and most striking is of course, that the opus level is being activated, contrary to most ...

Music in the Social and Behavioral Sciences: An Encyclopedia, Dec 4, 2014

IGI Global eBooks, May 24, 2011

Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly reg... more Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly regarded as visual phenomena–commercial messages, as for instance banner ads that we watch, read, and eventually click on–but only rarely as something that we listen to. The present chapter presents an overview of the auditory dimensions in web advertising: Which kinds of sounds do we hear in web ads? What are the conditions and functions of sound in web ads? Moreover, the chapter proposes a theoretical framework in order to analyse the communicative functions of sound in web advertising. The main argument is that an understanding of the auditory dimensions in web advertising must include a reflection on the hypertextual settings of the web ad as well as a perspective on how users engage with web content.

DOAJ (DOAJ: Directory of Open Access Journals), Jun 1, 2011

kvarter akademisk academic quarter 02 250 Volume 02 250 Volume McJingles Om musik i tv-reklamer f... more kvarter akademisk academic quarter 02 250 Volume 02 250 Volume McJingles Om musik i tv-reklamer for McDonald's-kampagnen i'm lovin' it Nicolai J. Graakjaer f. 1972. Ph.d. og lektor ved Aalborg Universitet. NJG har forskningsmaessigt primaert beskaeftiget sig med lyd og musik i strategisk kommunikative sammenhaenge. Han har blandt andet vaeret medredaktør og bidragsyder til antologien Music in Advertising-Commercial Sounds in Media Communication and Other Settings (2009, Aalborg Universitetsforlag). Indledning I september 2003 lancerede McDonald's en ny reklamekampagne, der blev betegnet som "…an unprecedented, multi-dimensional, global brand campaign" med visning af tv-reklamer i flere end 100 lande (Rozenich & Briskin, 2003). En central ingrediens i kampagnen var sloganet i'm lovin' it. I dag (vurderet 2011) er sloganet det samme som dengang, og sloganet har dermed vist sig som et af de mest sejlivede i McDonald's historie: Aldrig tidligere har et slogan for McDonald's vaeret så dominerende i så lang tid. 1 Men faktisk er sloganet ikke helt 'det samme' i dag som dengang. Det kan udtrykkes på den måde, at mens sloganet nok har vaeret stabilt i et syntaktisk perspektiv, så har det vist sig variabelt i et semantisk perspektiv. Jeg vil i artiklen undersøge, hvad sloganet egentlig betyder og herunder fokusere på, hvilken rolle den musikalske formidling af sloganet spiller. Artiklen er således et bidrag til forståelse af, hvordan musik kan bidrage til at skabe betydning i en strategisk kommunikativ sammenhaeng. Empirisk baserer artiklen sig på alle McDonald's-tv-reklamer med førstegangsvisning på TV 2 i perioden september 2003 til september 2009.

Oxford University Press eBooks, Feb 10, 2021

Based on an examination of the Coca-Cola commercial “Taste” (distributed the first time in 2015 a... more Based on an examination of the Coca-Cola commercial “Taste” (distributed the first time in 2015 as part of the “Open Happiness” campaign), this chapter explores how a commercial can “colonize” and “cultivate” generic territories of music, sound, and brand image. The chapter also examines how music and sound accomplish this in a brand’s pursuit of this emotional territory, whether or not this pursuit is successful or not, through a process of signification. The examination focuses on the textual organization of the commercial, including both transtextual and cotextual perspectives. The analysis also examines the relationship of music and other sound effects to the visual image in the commercial.

Focal Press eBooks, Sep 27, 2021

The pedagogical element of music teacher education has been much debated over the past decade. At... more The pedagogical element of music teacher education has been much debated over the past decade. Attention has been drawn to the need for strengthening the pedagogical modules and developing the overall structure of the study programmes. Both of the Ph.D. projects presented here are part of a major current research project under the main project title Music Teacher Education in Denmark: Core of Educational Content and Professionalization which is situated at the Danish University of Education headed by professor Frede V. Nielsen. Included are several projects aiming to describe, analyse, problematize, and develop possibilities concerning music teacher education in Denmark related to four different institutions that educate music teachers. All the projects share three core issues of particular interest, which are a) educational content, b) the structure of music education institutions in Denmark, and c) the professionalization (the relationship between music education and its professional application). The projects of the two authors, performed in the time scope 2004-7, focus mainly on the problem of educational content and are concerned with how the conservatories prioritize theoretical (scientia) and practical (ars) pedagogical content in their study programs. Currently students receive more practical (pedagogical) teacher training than they do theories of education. This priority is based on the specific way the conservatories understand competence/qualification, learning, identity, and general education. In relation to this focus, our main theoretical perspective is didactic in the sense, where 'didactic analysis will … target study content, its rational, criteria for its selection, and its potentials of application from a vocational view point' , as Frede V. Nielsen put it in a paper given at the NNMpF Conference in Stockholm 2005.

The Soundtrack, Aug 1, 2019

This article aims to specify the role of spectator sounds in football simulation video games as e... more This article aims to specify the role of spectator sounds in football simulation video games as exemplified by FIFA 19: what are the structures and functions of spectator sounds and how are these sounds related to the visuals of the video game and the player’s actions and potential experience of disruption? Although the examination generally adds to the understanding of a prevalent and purportedly significant yet hitherto rather underexplored type of video game sound, the examination also motivates a modification of certain positions within previous research that has routinely highlighted the non-obtrusive role of video game sounds. Specifically, the article shows how the disruptive potential of the spectator sounds is attributional both to what they sound like, why they occur and how and from what perspective the player is called upon to listen to them.

... Nicolai Jørgensgaard Graakjær. ... With reference to Stefani's levels of codes (... more ... Nicolai Jørgensgaard Graakjær. ... With reference to Stefani's levels of codes (Stefani 1987), all of these are potentially involved in establishing meanings when pre-existing music is involved and most striking is of course, that the opus level is being activated, contrary to most ...