Sounds of our homes Cover Image

Dźwięk w naszych domach
Sounds of our homes

Acoustic marketing strategies of IKEA

Author(s): Maciej Guzy
Subject(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. 

  • Issue Year: 2021
  • Issue No: 163-164
  • Page Range: 163-192
  • Page Count: 31
  • Language: Polish