Soundtracked Stories: A Narrative Reading Through the Musical Elements in Video Advertisements

Engineering notes

Key topics: autonomous driving. See the paper for implementation details and experimental results.

Chinese explanation / 中文解读

中文解读待补充：本站会优先为端到端自动驾驶、BEV感知、3D目标检测、轨迹预测、路径规划、LiDAR感知等高价值论文补充中文说明。

Original abstract

The growing prevalence of short-form video formats in digital advertising is making the function of music within narrative structure increasingly evident. On algorithmically driven platforms, user attention is shaped through brief and continuously flowing viewing experiences. In this context, music is moving away from its traditional role as a background auditory accompaniment. It is instead assuming a central regulatory function that shapes the emotional direction of the narrative. In other words, the moments in which emotion rises, intensifies, and becomes internalized throughout the advertisement are primarily guided by the musical flow. This study examines the Volkswagen “Aşkı Bulacaksın” commercial, which received first place in the “Use of Music in Advertising” category at the 2025 Kristal Elma Awards, to analyze how music and narrative are integrated. A content analysis was conducted using Freytag’s dramatic structure model, along with a five-dimensional framework for musical-emotional interaction. The findings indicate that music is shaping the emotional progression of the narrative in a layered and dynamic manner. Additionally, the analysis reveals that the automobile in the commercial is positioned beyond its everyday utilitarian function and is instead operating as a carrier of familial memory and emotional continuity. It is assessed that the study contributes to a clearer theoretical understanding of sound-based narrative strategies in short-form advertising and supports the recognition of how these strategies function in practical application.

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