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From: conru~mich.edu
Date: Sun, 23 Jun 1996 01:11:10 -0400 (EDT)
Subject: Re: Harp on TV commercials

>At 8:09 AM 6/21/96, Brian Reeves wrote:
>>I really do think they do use more harp on TV commercials, probably trying
>>to cash in on the country 'twang' a little.
>
>Although I've not talked with anyone on Madison Avenue, I believe that
>harmonica is used regularly in TV commercials due to the timbre, which is
>very similar to that of the human voice, and, this timbre evokes the
>particular emotion that advertisers want to evoke. Advertising is a science
>and I'm sure that harmonica is used for specific reasons. You know, use a
>harmonica to give the viewer a warm inner feeling when the advertisers are
>trying to pass off Velveeta as real food.
>
>Seems I heard a commercial not too long ago that featured the unmistakable
>harmonica style of Harp-l's Madcat Ruth. Perhaps Madcat(or someone else)
>has insight as to why harmonica is used so often in advertising.

I agree with all of the above.

I also think that harp is used because harmonica has a very personal
emotional sound, and because it's very human. I've recorded a bunch of
commercials where the entire soundtrack is cut with synthesizers and
computer drums and the harp is added to make it sound warmer and more
human.

Also, I think advertisers use harp because harp is still identified with a
"cowboy / free-spirit" thing that advertisers want to tap into.

I usually cut 2 or 3 TV and / or radio commercials per year. In the past
year I did ads for GMC Truck, Buick, and General Motors Parts. Most of the
car and truck commercials are recorded in Detroit. Last year I also cut
some ads for McDonalds. Those were recorded in Chicago. (Howard Levi was
out of town.)

Madcat
conru~mich.edu