El género musical como discurso para la representación y la promoción de la ciudad. El caso de Sunshine on Leith

Résumé

The evocative power of the seventh art and its capacity to generate imaginaries linked to film locations facilitate the shared synergies between the entertainment industry and advertising strategies. All this in a context of communicative hybridisations in which the audiovisual content not only (re)presents the places, but also makes them more attractive, persuading the viewer to turn it into a potential tourist. In addition, music is used by cinema and advertising as an emotional claim capable of attracting attention, awakening interest and reinforcing the affective connection with different audiences. Therefore, the musical genre becomes an effective support where to place the urban scenarios, and in a device to promote the city as a brand territory and tourist destination. Next, we briefly expose the results obtained in a research that analyzes the visual-verbal, aesthetic-expressive and psychological-narrative codes of the British film Sunshine on Leith (2013) under the premises of what Mendiz (2011; 2014) calls City placement. An instrument that, in this case, contributes to spread a certain image of the Scottish city