The Saxophone in Advertising

by Axel Eggert (Author) Melanie Vockeroth (Author)
©2004 Monographs 216 Pages
Series: Markt-Management, Volume 5


Research regarding music in advertising has so far mostly concentrated on the sound of music, whereas the study of individual musical instruments in a visual commercial context has been much more limited. As particular musical instruments tend to conjure up specific images for their readership and as instruments such as the saxophone have been used in printed advertising for some time, this study deals with this particular aspect. The result is a state-of-the-art investigation into the use of music in commerce and the specific use and the role of the saxophone. This study may be seen as a first stage of an enquiry into the cultural issues which may influence the use of the saxophone, offering an opportunity for initial conclusions to find wider application.


ISBN (Softcover)
Werbung Saxophon Musikinstrument (Motiv) 20./21. Jahrhundert Medien Konsumentenverhalten
Frankfurt am Main, Berlin, Bern, Bruxelles, New York, Oxford, Wien, 2003. 215 pp., num. fig. and tables

Biographical notes

Axel Eggert (Author) Melanie Vockeroth (Author)

The Authors: Axel Eggert studied Business Management in Münster and Hamburg. After graduation he worked for a wire-processing-machine company in the USA. After his Ph.D. he worked for a German car manufacturer and was in charge of customer care (passenger cars). As head of the office in Berlin for a marketing agency (daughter company of this industry group) he further dealt with the automotive industry. He then changed to academia at the University of Applied Sciences in Osnabrück, where he teaches Business Management and Marketing. His academic focus lies in the automotive industry, customer satisfaction and loyalty, international marketing and consumer behaviour. Melanie Vockeroth studied European Business Studies in Osnabrück, Buckinghamshire/England and Granada/Spain. Since her graduation she has been working in the areas of marketing and sales for a German car manufacturer. In her leisure time she plays the accordion, clarinet and saxophone.


Title: The Saxophone in Advertising