JoLIE 9:2/2016

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COMMUNICATION VIA BACKGROUND MUSIC AS AN INSTRUMENT OF AUDITORY MARKETING

Marcin Krawczak

Stanisław Staszic University of Applied Sciences in Piła, Poland

Abstract

This article presents a view on auditory marketing implemented via the application of background music as one of the offshoots of sensory marketing. To begin with, the psychology of music with its multifarious functions is provided to grasp the meaning and influence of music on human communicating agents. Subsequently, the notions of ecoacustics and soundscape are introduced to show environmental sonic interactions in the public space as well as manipulation by music that is consciously designed to serve particular purposes. Further, auditory marketing is put forward as a superordinate idea to background music. The latter is elucidated by delivering criteria for its selection and employment together with selected findings on customers’ communicative behaviours.

Key words: Background music; Auditory marketing; Psychology of music; Ecoacustics; Soundscape; Consumers’ communicative behaviours.

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How to cite this article: Krawczak, M. (2016). Communication via background music as an instrument of auditory marketing. Journal of Linguistic and Intercultural Education – JoLIE, 9(2), 67-78. DOI: https://doi.org/10.29302/jolie.2016.9.2.6

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