Synestezja jako nowe narzędzie w komunikacji marketingowej

• Authors: Magdalena Basiak

Title variants

EN

Synaesthesia as a New Tool in Marketing Communication

• Languages of publication: PL

Abstracts

EN

The paper attempts to present theoretical considerations on the problem of using synaesthesia as a new tool in marketing communication. The author demonstrates the prospects for sensory communication’s development – especially its influence on customer’s perception. Using sensory branding methodologies is surely a big challenge for marketing managers, but on the other hand the ethical dimension of communication which appeals to our five senses is controversial. The paper discusses the areas that are affected by manipulation. The main problem is that it could be impossible to use sensory communication in ethical and effective way in the same time.

Keywords

EN

synaesthesia; communication; marketing; perception; influence

• Publisher: Instytut Filozofii i Socjologii Polskiej Akademii Nauk / Akademia Leona Koźmińskiego
• Journal: Prakseologia
• Year: 2008
• Issue: 148
• Pages: 171-183

Contributors

author

Magdalena Basiak

• Instytut Dziennikarstwa, ul. Nowy Świat 69, 00-330 Warszawa