The function of the music is to serve the message of the commercial, affect the viewer, and to be one of the
components that create a positive image of the product which is being presented. Commercial music
is not a value in itself but its aim is to influence the viewer. The music here is an autonomic element and
it serves the rhetoric of the commercial. Of course there is a paradox here, in that the makers of the
commercial music do not think along these lines. They may be making what they consider "good" music. The
problem here is that commercials are collective texts, there are many people making them and the
possibilities of the music maker to the whole are non-existing.
What is the meaning of the commercial? First of all, it is quite useless to talk about one meaning here.
In the field of cultural studies it is agreed (e.g. Fiske, 1989) that popular culture
texts are polysemic, containing a multitude of meanings. Despite the fact that the viewer could
interpret, decode one and only meaning involved in the message, he uses the text as a resource to
builds up new meanings. Here it is a question of large social meanings, and I do not want to talk about
them. Instead, there is some kind of immanent meaning on a textual level in the commercial that the
advertiser has put there.
The apparent purpose of the advertiser has been to connect the product with daily-life and its events,
especially the joy and also the disappointments. The message is that the product can be used in all
situations. Another is underlying meaning can be found in the jingle's chorus where there are two
keywords: "America" and "share". In the commercial, the chewing gum is not only displayed as
chewing gum but also a piece of America. For the Americans this may be a patriotic concept but for
the international audience, instead, a mythological concept of "American-ness", whatever it may mean
to different people in different countries. The chewing of gum is not chewing but a symbol of