MUSIC

SCHOOL BASED ASSESSMENT

Names: Nataliya Reid

Centre Name: Maldon High School

Candidate #: 1000660726

Centre #: 100066

Territory: Jamaica
 TABLE OF CONTENT
PAGE NAME PAGE NUMBER

ACKNOWLEDGEMENT 3

RATIONAL 4

INTRODUCTION 5

SOCIO CULTURE FRAMEWORK 6-14

 MOTHERS PATTY
 TASTEE
 PEPSI
 ICOOL
 CLARO
 ISLAND DARIES
 CHUBBY
 COURTS

MUSICAL ANALYSIS 15-23

 MOTHERS PATTY
 TASTEE
 PEPSI
 ICOOL
 CLARO
 ISLAND DARIES
 CHUBBY
 COURTS

BIBLIOGRAPHY 24

2
 ACKNOWLEDGEMENT
I just want to take the time out to thank God for giving me the knowledge and strength to
do this School Based Assessment and my parents for helping me emotionally and financially
also. Mr. F. Morrison for helping me to understand what this assessment is all about and the
things that were needed to complete the assessment.

3
 RATIONALE
The reason for the research on advertisement for my music School Based Assessment is
to improve my listening skills through aural development. It will also help me to improve the
ability to research on companies that uses music to enhance their companies’ advertisements. It
is therefore clear that music is extremely important in attracting persons to purchase goods and
services.

Music is very important as is clear in the use of it in advertisements. I want to analyze

4
 INTRODUCTION
This project is designed to help the reader to have a musical understanding as to how
musical advertisements are used to help companies. It gives the overall understanding of the
Socio cultural back ground of the companies and how music helps to improve advertisements.

The project is also designed to help improve the listening and appraising skills
identifying some of the elements of music, genre and instrumentation. This opens the avenue to
guide the listeners to be a critical thinker and to improve the ability to analyze music. At the end
of this project the reader should be clear on what are the advertisements, what are the elements of
music and the socio cultural background of the selected.

5
SOCIO-CULTURAL
FRAMEWORK

6
 MOTHERS PATTY BACKGROUND
INFORMATION
Address: 14 Retirement Road Kingston 5. Kingston, Jamaica, W.I. +

Telephone: (876) 926-2102 (876) 920-6902 Fax: (876) 929-2982

Email: info@mothersjm.com (General)

Office hours: Monday- Friday 8:30am-5:00pm

Closed on Saturday and Sunday

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 TASTEE BACKGROUND INFORMATON
If they list the party as an invention and why they shouldn’t, this wonder of modern creation

would have to rank among the greatest invention in local food. This Jamaican working man and

woman know that, through thick and thin, this crusty little flour and meat delicacy need only be

accomplished by a drink to make a filling, nutritious and very affordable lunch. Vincent Chang

discovered this quite by accient 40 years ago.

Today, the family business called Tastee, churning out over 150,000 of familiar golden Tastee

patties a day, is a Jamaican institution that is a tribute to hard work and sacrifice, and the

ingenuity of a chess baker who covered himself in dough, both literally and figuratively. The

Tastee story is yet again an enduring tale that is worth telling; of modest beginnings; of the

dogged pursuit of a dream; of a husband and wife team that determined in their hearts that they

must build something for their children and their country too.

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 PEPSI BACKGROUND INFORMATION
The drink Pepsi was first introduced as “Brads Drink” in New Bern, North Carolina, Unites

States, in 1893 by Caleb Bradham, who made it at his drugs store, where the drink was sold. It

was renamed Pepsi cola in 1898; named after the digestive enzyme pepsin and kola nuts used in

the recipe.

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 ICOOL BACKGROUND INFORMATION
The company broke ground in 2012 for the state-of-the-art facility, which has been in full

operation since the third quarter of last year. LASCO has since launched the first locally

manufactured line of non-carbonated beverages for the company. The brand LASCO iCool

includes iCool water, iCool cranberry flavoured waters and has been well received in trade.

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 CLARO BACKGROUND INFORMATION
Claro was introduced in Jamaica as a replacement for MiPhone Company. Digital Jamaica

Limited (ODJ) was a wholly owned subsidiary of America Movil, providing service under the

Claro name. The company built a GSM/UMTS/HSDPA network with the CDMA network, and

plans included fixed wireless and broadband service on the CDMA network (comprising with

Digicel and Lime). The Jamaican company was acquired by digicel in the late 2011, and the

network was closed (with permission from the outgoing Jamaica Labour Party government) in

March 2012.

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 ISLAND DAIRIES BACKGROUND
INFORMATION
Serge Island Dairies is a manufacturing arm of the Serge Island Dairies Complex located in Sea

Forth, St Thomas. Since its acquisition by spread in 2005, there has been thrust towards

modernization. Hence the packing and processing machine hawqve been upgraded as well as

ancillary equipment such as broilers, chill water supply and electrical system was established in

1982. The company manufactures and distributes a wide variety of farm fresh dairy, juice and

drink products for local consumption.

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 CHUBBY’S BACKGROUNG INFROMATION
SM Jaleel & and company Ltd, also known as SMJ, is the largest manufacturer of non- alcoholic

drinks in the English speaking Caribbean, since inception in 1924 their portfolio of beverages are

distributed to over 60 countries worldwide.

SMJ’s products include a wide array of soft drinks, fruit juices, purified and flavoured water,

energy drinks, and other fruit flavoured beverages.

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 COURTS BACKGROUND INFORMATION
Court’s is a furniture and electronics retailing brand used by stores in the Caribbean and Asia.

Courts was founded in 1850 in the United Kingdom, and at its peak, Courts had 350 stores

worldwide, of which one hundred were in the United Kingdom.

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MUSICAL
ANALYSIS

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 MOTHERS PATTY
Title: Mothers Patty

Genre: Dancehall

Instrumentation: Voice, Keyboard, Drum set

Classification: Idiophone (voice, drum set) Electrophone (keyboard)

Form: Binary

Texture: Polyphony

Dynamics: loud

Tempo: Fast

Social Commentary: The Mothers Patty Company uses Jamaican popular music to attract the

Jamaican people and the Caribbean. It is clear base on the use of dancehall style of music in the

advertisement.

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 TASTEE
Title: Tastee

Genre: Dancehall

Instrumentation: Voice, Keyboard

Classification: Idiophone (Voice), Electrophone (Keyboard)

Form: Binary

Texture: Homophony

Dynamics: Moderately Loud

Tempo: Fast

Social Commentary: the advertisement is intending on targeting persons who are interested in

dancehall music. The dancehall music is a popular Jamaican style. The rhythm is upbeat in

tempo and presents the urge to dance.

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 PEPSI
Title: Pepsi

Genre: Hip Hop

Instrumentation: Keyboard, Drum Set, Voice

Classification: Electrophone (keyboard) Idiophone (voice, drum set)

Form: Binary

Texture: Polyphony

Dynamics: Moderately Loud

Tempo: Fast

Social commentary: the company uses a hip- hop culture of America to enhance their

advertisement. There is a male D-Jing the lyrics of the advertisement to influence persons to buy

the product. The rhythm is upbeat in tempo which would influence a person to dance if they were

at a hip- hop session.

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 ICool

Title: ICool

Genre: Dancehall

Instrumentation: Voice, Keyboard, Electric Guitar

Classification: Idiophone (voice) Electrophone (electric guitar, keyboard)

Form: Binary

Texture: Polyphony

Dynamics: Loud

Tempo: Fast

Social Commentary: The advertisement uses a popular Jamaican dancehall artist to influence the

Jamaican people to purchase their product. The music has a very quick tempo that could be used

at a dancehall session in Jamaica.

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 Claro

Title: Claro

Genre: Dancehall

Instrumentation: Voice, Drum Set, Bass Guitar, Keyboard

Classification: Idiophone (voice, drum set) Chordophone (bass guitar) Electrophone (keyboard)

Form: Binary

Texture: Homophony

Dynamics: Moderately Loud

Tempo: Fast

Social Commentary: The advertisement uses vocal arrangements done by dancehall artists who

use harmony. The music seeks to target individuals from Jamaica in the current generation.

These are young people who are technologically savvy who appreciates dancehall music. The

music uses a lot of percussion and this is currently a popular thing in Jamaican dancehall music.

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 Island Dairies

Title: Island Dairies

Genre: Reggae

Instrumentation: Voice, Keyboard

Classification: Idiophone (voice) Electrophone (keyboard)

Form: Binary

Texture: Homophony

Dynamics: Loud

Tempo: Fast

Social commentary: the music that is being used is clearly targeting persons who have heard and

have an interest in reggae. This Jamaican popular music uses instruments from the percussion

family.

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 Chubby

Title: Chubby

Genre: Rock and Roll

Instrumentation: Voice, Drum Set, Bass Guitar, Keyboard

Classification: Idiophone (voice, drum set) Chordophone (bass guitar) Electrophone

(keyboard)

Form: Binary

Texture: Homophony

Dynamics: Moderately Loud

Tempo: Fast

Social Commentary: The Rock And Roll effect of this advertisement seeks to target people living

in the Caribbean based on the up tempo. The music is related to soca in the Caribbean which is

indigenous to Trinidad & Tobago. The beats of the drum is similar to the beat of the Trinidadian

soca beat. The melody being played is very easy to catch that allows one to be interested in

purchasing the product.

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 Courts

Title: Courts

Genre: Hip Hop

Instrumentation: Voice, Drum Set, Keyboard

Classification: Idiophone (voice, drum set) Electrophone (keyboard)

Form: Binary

Texture: Homophony

Dynamics: Moderately Loud

Tempo: Fast

Social commentary: the company uses a hip- hop culture of America to enhance their

advertisement. The melody being play is easy to catch that allows one to be interested in

purchasing the product. The upbeat tempo of the rhythm is very catchy and would allow a person

to dance as if they were at a dance class.

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 BILIOGRAPHY

www.smjaleel.net

www.mothersjm.com

www.tasteejamaica.com

www.pepsi.com

www.shopcourts.com

www.islanddariries.com

claro.com

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