Choose an advertisement that uses music/musicians/instruments to promote cultural tourism. Describe the ways in which music is used to represent the people, culture, or tradition being promoted. Then critically discuss the kinds of assumptions that the advertisement is selling. The chosen ad must be included or provided as a link in the essay.

Jammu and Kashmir is among the most beautiful tourist attraction site in India. It has breathtaking mountains that attract tourists from India and other areas in the world. It has three regions Jammu, Kashmir valley, and Ladakh. Srinagar is the capital in summer while Jammu is the capital in winter (Travel Adda, 2011). Kashmir valley is well known for its magnificent landscape of mountains and shrines at Jammu that attract Hindu pilgrims each year. Ladakh (little Tibet) has a beauty of a remote mountain and its Buddhist culture. The state is dominated with Muslims.

Jammu and Kashmir region in India makes use of Kashmiri music to reflect its rich musical heritage and cultural legacy. Ethnic Kashmiris compose music having great musical influences in its composition. Kashmir music comes from Central Asia, Eastern and Southern Asia making it evolve into better blend. The tribe uses traditional instruments from Central Asia and their musical scales. Music from Jammu is the same as that from Northern India and ladakhi music resembles music from Tibet.

Dance and music among Jammu Kashmir represents its tradition and culture example the dance of Ladakh who cover themselves with masks (Travel Adda, 2011). The beats of drums and regional music accompany the dance together with other traditional instruments creating sweet and graceful music. Music and dance varies depending on the occasion presented. Occasions include birth, harvest, and marriage ceremonies.



Sufina Kalam

Sufiyana Kalam has its special Muquam ragas. Hafiz Nagma is founded on classical music of Kashmir-the sofiyiana kalam. The main instrument used in Hafiz Nagma is Santoor, which has one hundred strings and played using sticks. Dance performed in the tradition is Hafiza.


Surma is a song in Dogri, which explains the pain of a young girl who is newly wed, and her husband is in the army. The song depicts the increased urge for a reunion in the dance.


Chakri is the best folk music played in Jammu & Kashmir. It is a response song played with parts of instruments. It is accompanied by musical instruments such as harmonium, sarangi, rubab and nout. Chakri is also composed to stress more on the Indian culture through involvement in storytelling (Jammu and Kashmir, 2016). Stories such as love stories and fairy tales include Yousuf-Zulaikha and Laila-Majnun. The ending section of Chakri is a rouf (endnotes that are few but are played differently and fast speed. Rouf acts as an important section of Henna Night that happens in weddings among Kashmiri Muslims and Pandits.

Rouf or Wanwun

Rouf is a traditional dance performed by boys on important occasion such as marriages, Eid and others.

Kashmiri Santoor Music

Kashmiri Santoor Music demonstrates the states rich heritage in music and their traditional culture. The tourists are enthralled and entertained by Jammu and Kashmir classical music and the melodies of Kashmiri Santoor compositions (Jammu and Kashmir, 2016).

In addition, there is santoor’s traditional instrument. Classical musicians who are talented show off their artistic class which is exemplary.


Ladishah is a form of sarcastic singing that is very famous and of great importance in Kashmiri tradition of music. The songs sung through Ladishah format resonate the present political and social situation in the country often with a sense of humor. Singers move from one village to another as they dance during harvest time. The songs are composed upon reaching certain villages to talk and share about their current culture, social and political position although in a sarcastic manner. The songs are entertaining to the tourists although they reflect the truth about certain political areas.

Bachha Nagma

Also known as Bachha gyavaun meaning the melodious voice of an adolescent. It is a famous dance among Kashmiri people and important in cultural celebrations (Jammu and Kashmir, 2016). The dance is only performed by men and boys. Their dressing code matches with Kathak dance.

Hindustani classical

Hindustani classical uses musical instruments such as Nimatapurana and Rajatarangini to show the importance of music in promoting culture in tourism. Sharada goddess also played Santoor, which has one hundred strings.

In Ladakh marriage there are recitations of long narratives among singers with unique costumes. Traditional music uses instruments such as Surna and Daman (shenai and drum). Ladakhi Buddhist music in monastic festivals such as Tibetan music involves use of Tibetan language to chant religiously. It involves complex chanting and recitation of sacred texts during celebration of different festivals. Yang chanting is done in absence of metrical timing in company of resonant drums with syllables that are low. Monks in these dances wear colored masks and dance to the rhythm of trumpets, flutes, and cymbals.

The advertisement is selling assumptions such as a guide to its destination, its offices around the world, its directors, and divisions (Jammu and Kashmir, 2016). There are directions for locations of officers who solve conflicts. There is Jammu and Kashmir Tourism development corporation (J&K TDC) which manages accommodation in the site and organizes package tours in various state areas. There is Jammu and Kashmir state cable car corporation (J&K CCC) and the sher-e-Kashmir international convention center (SKICC).


Jammu and Kashmir. (2016).Jammu and Kashmir travel and tourism guide. Retrieved from

Travel Adda. (2011).Jammu and Kashmir dance and music. Retrieved from



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