Music in Fashion Communication
Music is omnipresent and an important factor for cultural and social development. Thus, the connection between music and fashion has rarely been contemplated yet. In particular, this research paper is concerned with the connection between music and fashio
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Music in Fashion Communication Jochen Strähle and Mara Keibel
Abstract Music is omnipresent and an important factor for cultural and social development. Thus, the connection between music and fashion has rarely been contemplated yet. In particular, this research paper is concerned with the connection between music and fashion communication, with special interest to its emotional background in the context of neuromarketing. The research question of how music affects the perception of a fashion brand, when regarded as emotional stimulus in the context of neuromarketing, has been investigated by researching existing literature. Without attempting to explain neurological processes to their core, this paper tries to give an overview of how music generates emotion and how this can be used for branding activities. This led to the result that music causes positive emotional response of the consumer, when used in marketing actions. Through emotional response, the perception, identity, and recall of a brand are strongly influenced.
Keywords Music Emotion Neuromarketing Audio stimuli Brand communication Fashion communication Marketing Sound branding Branding Perception
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Introduction
Music is one of the most powerful transmitters of emotions. Depending on the type of music, whether it is a love song, an arousing punk rock anthem about rebellion and a better world, or the song one remembers to have always been playing on the old phonograph at their grandparent’s house—music makes people feel a certain way and even makes them remember feelings they have once had while listening to a certain song (Munzinger and Musiol 2008). Sadness, happiness, compassion, or enthusiasm, the spectrum is as limitless as the opportunities this opens for modern J. Strähle M. Keibel (&) School of Textiles and Design, Reutlingen University, Reutlingen, Germany e-mail: [email protected] © Springer Nature Singapore Pte Ltd. 2018 J. Strähle (ed.), Fashion & Music, Springer Series in Fashion Business, DOI 10.1007/978-981-10-5637-6_6
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marketing. Since smell, taste, and touch are hard to convey, the sense of hearing, along with vision, is the simplest way to reach the customer through mass media such as TV commercials and radio advertisements. Beyond this, music is a powerful tool to enhance a brand message by evoking emotions, simply because emotion is a main factor for perception and brand recall. The neurological processes behind these mechanisms in a marketing-relevant context are researched within neuromarketing, which uses neuroscientific methods and findings for marketing purposes (Raab et al. 2013). Music, in this respect, is an audio stimulus that can be analyzed within the scope of neuromarketing to get deeper insights on its influences on fashion communication. The research question arising from this is, how music, used as emotional stimulus in the context of neuromarketing, affects the perception of a fashion brand? To answer this question, this chapter researches existing
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