国上浒文通大学 The Marketing Influence of Theme Music in Disney Movies sung at the beginning or the end of the film with the credits,usually telling the overall emotion of the piece.When the theme song is named for the title of the work,it is the title song(Reitz,2004).At the very beginning,theme music is used for establishing a mood or providing a cue that a particular scene is about to happen,which is really useful in early days of radio and movies.In some cases,the lyrics of the theme song provide necessary exposition for people who may not be very familiar with the previous stories. By this,Kenkichi and Takehisa(2006)find out a way to construct a system which generates variations on a theme music fitting to story scenes represented by texts and/or pictures,which provides a very specific way of how to compose a piece of melody to express a certain mood.Also,methods used for music mood classification to assist in the automated tagging of theme tunes are also proposed (Mann Cox,2011).In modern times,with the development of the movie industry,theme music is more like a representation of the series or the protagonist. In addition,in some certain cases such as The Sound of Music,the theme tunes included in the movie is of more value than the movie itself(Although the movie also hit $158,671,368 in the year of 1965,which is rather considerable).Also,the song with the same name from movie Mamma Mia!suddenly becomes the brand ABBA's most favorable song But under most circumstances,theme music is drawn from previous character ofrelated works or about the character itself,such as the Batman:The Animated Series theme song,which was drawn from the theme for the 1989 Batman film created by Danny Elfman and set the mood for the cartoon.Another example is the theme song of Spider- Man:The Animated Series,which featured a reworked cover of the theme song from the classic Spider-Man cartoon from the 1960s.The song was performed by Aerosmith lead guitarist Joe Perry. In these cases,the producer wants to memorize the hero figure that he is trying to present on the screen by using the theme song,while audiences remember such characters by humming the theme song,which spreads like virus. 2.2 Marketing theories Marketing as a field of practice and an academic discipline is a contentious area.This is partly due to the perception of marketing as finding ways in which to sell things to people that they do not want or need like some soft products such as insurance,because of which marketing has been blamed for many social ills and many critics of marketing and critical marketers have examined the dark side in marketing (Kerrigan,2010). -5-The Marketing Influence of Theme Music in Disney Movies - 5 - sung at the beginning or the end of the film with the credits, usually telling the overall emotion of the piece. When the theme song is named for the title of the work, it is the title song ( Reitz, 2004). At the very beginning, theme music is used for establishing a mood or providing a cue that a particular scene is about to happen, which is really useful in early days of radio and movies. In some cases, the lyrics of the theme song provide necessary exposition for people who may not be very familiar with the previous stories. By this, Kenkichi and Takehisa (2006) find out a way to construct a system which generates variations on a theme music fitting to story scenes represented by texts and/or pictures, which provides a very specific way of how to compose a piece of melody to express a certain mood. Also, methods used for music mood classification to assist in the automated tagging of theme tunes are also proposed (Mann & Cox, 2011). In modern times, with the development of the movie industry, theme music is more like a representation of the series or the protagonist. In addition, in some certain cases such as The Sound of Music, the theme tunes included in the movie is of more value than the movie itself (Although the movie also hit $158,671,368 in the year of 1965, which is rather considerable). Also, the song with the same name from movie Mamma Mia! suddenly becomes the brand ABBA’s most favorable song. But under most circumstances, theme music is drawn from previous character of related works or about the character itself, such as the Batman: The Animated Series theme song, which was drawn from the theme for the 1989 Batman film created by Danny Elfman and set the mood for the cartoon. Another example is the theme song of Spider￾Man: The Animated Series, which featured a reworked cover of the theme song from the classic Spider-Man cartoon from the 1960s. The song was performed by Aerosmith lead guitarist Joe Perry. In these cases, the producer wants to memorize the hero figure that he is trying to present on the screen by using the theme song, while audiences remember such characters by humming the theme song, which spreads like virus. 2.2 Marketing theories Marketing as a field of practice and an academic discipline is a contentious area. This is partly due to the perception of marketing as finding ways in which to sell things to people that they do not want or need like some soft products such as insurance, because of which marketing has been blamed for many social ills and many critics of marketing and critical marketers have examined the dark side in marketing (Kerrigan, 2010)