1 is used as a class signifier) as well as humour.Īccording to Professor Kupfer, the use of Bach in commercials is linked to the broad trend that has seen advertising move away from traditional 'informational' adverts, which emphasise factual product benefits, to so-called 'transformational' adverts. Like other classical pieces, however, Bach was also found to be used to invoke associations with prestige (such as in a 2016 Cadillac commercial, in which a driver's ability to name the Cello Suite No.

(A prelude is a short piece of music, typically containing recurring rhythmic and melodic motifs, which during the Baroque period would have been used to introduce subsequent movements of greater length and complexity.) Professor Kupfer concluded that Bach's works - specifically those in the solo–prelude style - are most commonly presented alongside messages of reassurance. 1 in G major and a 2010 Allstate Insurance advert with the Prelude in C Major from The Well-Tempered Clavier. This included a total of 19 adverts employing pieces by Bach.Īmong the commercials examined were a 2009 one for the American Express Charge Card featuring the Prelude from Cello Suite No. In his study, Professor Kupfer reviewed the context in which Bach's works were used in television commercials and developed a taxonomy to describe such.įor this analysis, the expert consulted a database of the appearances of classical music in US commercials that he has been compiling since 2009.

Here our Music Director Antonio Pappano performs a section of his music /sZSDeikLw2 🎉 Happy birthday to Johann Sebastian Bach, born #onthisday in 1685Ī magnificent baroque-era composer, Bach is revered for his work's musical complexities

Opera music in allstate commercial