Art Forms, Communication and Marketing: Creating Dances for Staged Commercials

Abstract

Dance is an important tool for communication of thoughts and sentiments by individuals and the community as a whole. This communicative ability of dance has made it essential for modern day communication. In recent times, many business establishments in an attempt to accrue the maximum returns through advertisements resort to the use of art forms as a means of attracting potential consumers. This thesis explores in details, how dance, through choreography can be packaged into a rhetorical figure(s) to persuasively communicate and attract a target audience. The final choreographic work details how dance movements can be effectively linked to products to ensure better dance-based advertisement through the synthesis of contemporary African dance and popular dance. Finally, the thesis recommends the adoption of dance-based commercials to attract corporate bodies to advance sponsorship packages for dance productions.