Chopin’s Music in the ‘Brand Theatre’: From Directed Stimulation to Shared Meaning
The rapid development of sound recording and reproduction techniques in the twentieth and twenty-first centuries has contributed to the consolidation of a ‘new sound culture’, characterised by ‘acousmatic listening’ to sounds separated from their original source and context. One of the most interest...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2024-12-01
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| Series: | Musicology Today |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/muso-2024-0011 |
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| Summary: | The rapid development of sound recording and reproduction techniques in the twentieth and twenty-first centuries has contributed to the consolidation of a ‘new sound culture’, characterised by ‘acousmatic listening’ to sounds separated from their original source and context. One of the most interesting examples is the use of classical music in different forms of marketing strategies, such as audiomarketing or sonic branding, to influence consumers’ responses in agreement with the sender’s intentions. |
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| ISSN: | 2353-5733 |