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Music and the emergence of experimental science in early modern Europe

机译：音乐和近代早期欧洲实验科学的兴起

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Commercials offer the opportunity for intergenerational memory and impinge on cultural memory. TV commercials for foodstuffs often make reference to past times as a way of authenticating products. This is frequently achieved using visual cues, but in this paper I would like to demonstrate how such references to the past and ‘the good old days’ can be achieved through sounds. In particular, I will look at commercials for Danish non-dairy spreads, especially for OMA margarine. These commercials are notable in that they contain a melody and a slogan – ‘Say the name: OMA margarine’ – that have basically remained the same for 70 years. Together these identifiers make OMA an interesting Danish case to study. With reference to Ann Rigney’s memorial practices or mechanisms, the study aims to demonstrate how the auditory aspects of Danish margarine commercials for frying tend to be limited in variety: in general, the soundtracks of margarine commercials seem to merge into one, they are somewhat alike. The OMA commercials are no exception, but the OMA melody makes a distinction. In general the soundtracks of OMA margarine commercials (and the use of melody) seem to have shifted from using a predominantly semantic causal soundtrack to tracks using aesthetic and musicalised elements which are supposed to arouse more sensuous feelings in the consumers.
机译：商业广告提供了代际记忆并影响文化记忆的机会。用于食品的电视广告通常会参考过去的时间来认证产品。这通常是通过视觉提示来实现的，但是在本文中，我想展示如何通过声音来实现对过去和“美好的过去”的提及。我将特别关注丹麦非乳制品利差的广告，尤其是OMA人造黄油。这些广告很引人注目，因为它们包含一个旋律和一个口号-“说吧：OMA人造黄油”-基本上保持70年不变。这些标识符一起使OMA成为值得研究的有趣的丹麦案例。参考安·​​瑞格尼（Ann Rigney）的纪念性做法或机制，该研究旨在证明丹麦人造黄油广告片在听觉上的听觉方面往往受到限制：总的来说，人造黄油广告片的音轨似乎合并为一个，它们有些相似。 OMA广告也不例外，但OMA的旋律却与众不同。总的来说，OMA人造黄油广告的配乐（以及旋律的使用）似乎已经从使用主要是语义因果关系的音轨转变为使用美学和音乐化元素的音轨，这些元素应该会在消费者中引起更多的感觉。

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