ABSTRACT
This conclusion presents some closing thoughts on the concepts discussed in this book. The music came of age alongside the advent of radio and the mass-circulated magazine. It became the generic lingua franca for jingle writing. Jazz's apex in popularity coincides with both the golden age of car culture and the proliferation of television. Jazz works in advertising in part because its widely-accepted countercultural status helps obscure the stark realities of consumer capitalism enough to make a patently absurd capitalist narrative seem credible. By articulating jazz to commodities and brands, advertisers help one believe that the consumer choices can somehow be a rejection of mainstream, a radical expression of one's individuality and one's agency. One of the benefits of an ethnomusicological approach to studying the advertising industry is that the researcher engages the industry not as an undifferentiated mass, but as a heterogeneous network of individuals from a variety of interrelated corporations that work together to produce an advertising spot.
