This paper examines the recurrent use of Western classical music in advertising as a mechanism of symbolic distinction and aesthetic resignification within contemporary consumer culture. While previous research has largely focused on popular music and sound branding, limited attention has been paid to the structural and ideological implications of canonical repertoire in commercial contexts. Drawing on semiotic theory (Peirce) and the concept of symbolic capital (Bourdieu), the study argues that selected works from the classical canon function as culturally legitimized signs of prestige, refinement, and aspirational identity. The research combines qualitative musicological analysis with computational visualization methods: recurring motifs from frequently used pieces in advertising are translated into multidimensional graphs using Python to identify shared melodic, rhythmic, and harmonic patterns. This dual approach makes it possible to examine whether the persuasive effectiveness of these works derives solely from their historical prestige or also from formal characteristics that enable emotional immediacy and symbolic adaptability. The paper ultimately argues that classical music in advertising operates not merely as background sound, but as an affective and strategic device that transforms "high culture" into a tool of consumer persuasion.

Authors:
Nice Vizoso Chao, Universidad Politécnica de Madrid, Spain

About the Presenter(s)
Nice Vizoso Chao, PhD candidate in Music and Its Science and Technology. Her interests include music semiotics, advertising, and audiovisual media. Her current research explores the recurrent use of classical music in contemporary advertising through

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