Synestezja jako nowe narzędzie w komunikacji marketingowej
Synaesthesia as a New Tool in Marketing Communication
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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.
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