Document Type

Conference Paper


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Business and Management.


Using the example of the song Revolution by the Beatles and its use in a TV ad for Nike, this paper explores the conference theme of the impact of marketing and marketing systems in society from the subtheme of art and aesthetics in markets. We consider the role of music in advertisements as the appropriation and negation of counterculture against Adorno & Horkheimer’s critique of the commodification form of the music itself independent of appropriation. The paper considers these research problematics from the perspective of the musicians themselves.

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