Music and sound for brand empowerment: the IKEA’s case
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Abstract
This paper aims to assess the music and the sound in the enhancement of brand characteristics, taking as an example an ad from IKEA, broadcast for the Christmas campaign 2018. For this aim, we distinguish the most relevant emotions, the orientation towards consumption, together with a psychosocial characterization of the brand. Through a multimodal analysis, carried out by a sample of 86 students of the degree of cinematography at the Higher School of Cinema and Audiovisual of Catalonia who repeatedly visualized this announcement, a predominance of sadness and nervousness was observed through, not only images but the use of music already used in other audiovisual products (Claire de Lune de C. Debussy), the use of voices and strategic use of silences. Thanks to multimodal analysis, the orientation of the ad towards human values is appreciated, as well as a certain preponderance of young people and women in the interest to this brand, through the use of sound.
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