Dźwięk w naszych domach. O akustycznych strategiach marketingowych marki IKEA

• Authors: Maciej Guzy

Title variants

EN

Sounds of our homes. Acoustic marketing strategies of IKEA

Abstracts

EN

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.

Keywords

EN

sound studies; indoor soundscape; sound design; IKEA; marketing

• Publisher: Instytut im. Jerzego Grotowskiego we Wrocławiu
• Journal: Didaskalia. Gazeta Teatralna
• Year: 2021
• Issue: 163/164
• Pages: 163-192

Contributors

author

Maciej Guzy

• Uniwersytet Jagielloński w Krakowie

• https://orcid.org/0000000230491782

Identifiers

DOI

10.34762/6g86-3p19

Biblioteka Nauki

1359022