Should Your Customers Choose The Music by Themselves?
When speaking about music and its ability to convey the heart and the idea of brand we should understand the way it works. The best specialist to explain this consept is Stephen Davies who has written Musical Meaning and Expression, which will help you to think over background music features:
- You cannot regard music as a symbol like language, it is much more complicated.
- You cannot regard it as paintings which are presented depictevily.
- It cannot be created based on composer’s feelings.
- It cannot be regarded as a power to move people.
These are strong facts but still the main idea of the music and its functions are not clear. However, Davies believes that music reflects its expressive power by favoring humans emotions. He describes his idea of “emotion characteristics in appearance”. He believes that person’s character and appearance may be described using emotion terms. For example, one might consider person a funny one. This doesn’t mean that the person feels funny or may sometimes feel so but looks this way.
Davies consider music as a part of emotion characteristics. The way person may be lonely-looking or jolly-looking, music can reflect it in its sound. This happens because we feel the core of the music sound, its movements, rhythm and tempo. All of these functions reflect deeple in our mind and we can consider some music sad or jolly.
Davies thinks that there is no difference between cultures’ emotion perception as the base of peoples behavior was created as a part of the whole humanity rather than in different cultures. He believes that Arabian happy person looks the same as the English one.
Music is cinsidered as a part of human actions and we can find spme common expressive elements in different cultures’ music. Davies believes there is no country to express the sadness by quick, jumpy and jaunty music. There are no cultures who would express happyness with slow, viscous sounds.
For example, western people who are not acquainted with far east music are not likely to confuse the wedding music with funeral or festive one with music for battles.
The main idea of music expressivenes is in its core, but not in people’s interpretation of it.
We can find this strong point of view in works of many philosophers and theorists such as Susan Langer (Feeling and Form), John Hospers (Artistic Expression), Leonard Meyer (Emotion and Meaning in Music), Peter Kivy (Introduction to a Philosophy of Music), and Bennett Reimer (A Philosophy of Music Education).
This is a great consensus of the last century. Although there are some differences most of the significant talents agree with this consept of meaning in music.
It is also the consensus of thousands of years of philosophical including Pythagoras, Plato,Aristotle, Justin Martyr, John Chrysostom, Augustine, Boethius, Thomas Aquinas, Martin Luther, John Calvin, John Wesley, Asahel Nettleton, and many others.
All in all, because music is a part of our world, it can be good or evil, but not because of the composers intent to make it or the interpretation of the people but because music itself corresponds to universal human experience.