- Tytuł:
-
Dźwięk w naszych domach. O akustycznych strategiach marketingowych marki IKEA
Sounds of our homes. Acoustic marketing strategies of IKEA - Autorzy:
- Guzy, Maciej
- Powiązania:
- https://bibliotekanauki.pl/articles/1359022.pdf
- Data publikacji:
- 2021-06
- Wydawca:
- Instytut im. Jerzego Grotowskiego we Wrocławiu
- Tematy:
-
sound studies
indoor soundscape
sound design
IKEA
marketing - Opis:
- The article aims to analyse a sonic turn in IKEA marketing practices that can be observed since 2017. The selection of advertisements that are presented in the paper is studied from two perspectives. Firstly, as a capitalist strategy of producing a demand for a certain product allowing to reperform acoustic harmony that is inherently connected to the notion of a home in western culture. Secondly, in quite the opposite way, as a possible aesthetic impulse capable of changing the consumers’ perception of indoor soundscapes. The frame for this research is mainly Brandon LaBelle’s sound studies theory and Chantal Mouffe’s political theory.
- Źródło:
-
Didaskalia. Gazeta Teatralna; 2021, 163/164; 163-192
2720-0043 - Pojawia się w:
- Didaskalia. Gazeta Teatralna
- Dostawca treści:
- Biblioteka Nauki
Artykuł