Dźwięk w naszych domach
Sounds of our homes
Acoustic marketing strategies of IKEA
Author(s): Maciej GuzySubject(s): Fine Arts / Performing Arts
Published by: Instytut im. Jerzego Grotowskiego
Keywords: sound studies; indoor soundscape; sound design; IKEA; marketing
Summary/Abstract: 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.
Journal: Didaskalia. Gazeta Teatralna
- Issue Year: 2021
- Issue No: 163-164
- Page Range: 163-192
- Page Count: 31
- Language: Polish