TY - GEN
T1 - Chicha Music as an Advertising Resource to Arouse Emotions in the Consumer
AU - Duran-Palomino, Ana Kelly
AU - Arbaiza, Francisco
AU - Gallardo-Echenique, Eliana
N1 - Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2022
Y1 - 2022
N2 - This study aims to analyze the emotions aroused by tropical Andean music—popularly known as chicha—present in the advertising of a well-known beverage brand in university students. The power music exerts in advertising is already commonly known as well as how it can intensify the effect of the message and trigger an emotional reaction in the consumer. This Peruvian musical genre is usually closely related to Peruvian identity and attributes of its population such as racial and cultural intermixing, creativity and self-improvement. In recent years, this sound resource has been established in the commercial communication of Peruvian brands aimed at the modern neo-Limenian; many of them descendants of migrants, proud of their origin and culture. This study is qualitative with a phenomenological approach. Through 16 interviews, the study shows how the presence of this musical genre can arouse positive emotions in the sample. In addition, the choice of music has to be coherent with the narrative structure of the advertising message to ensure optimal emotions.
AB - This study aims to analyze the emotions aroused by tropical Andean music—popularly known as chicha—present in the advertising of a well-known beverage brand in university students. The power music exerts in advertising is already commonly known as well as how it can intensify the effect of the message and trigger an emotional reaction in the consumer. This Peruvian musical genre is usually closely related to Peruvian identity and attributes of its population such as racial and cultural intermixing, creativity and self-improvement. In recent years, this sound resource has been established in the commercial communication of Peruvian brands aimed at the modern neo-Limenian; many of them descendants of migrants, proud of their origin and culture. This study is qualitative with a phenomenological approach. Through 16 interviews, the study shows how the presence of this musical genre can arouse positive emotions in the sample. In addition, the choice of music has to be coherent with the narrative structure of the advertising message to ensure optimal emotions.
KW - Advertising music
KW - Chicha music
KW - Consumer
KW - Phenomenological approach
UR - https://www.scopus.com/pages/publications/85127081481
U2 - 10.1007/978-981-16-9272-7_37
DO - 10.1007/978-981-16-9272-7_37
M3 - Contribución a la conferencia
AN - SCOPUS:85127081481
SN - 9789811692710
T3 - Smart Innovation, Systems and Technologies
SP - 459
EP - 468
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2021
A2 - Reis, José Luís
A2 - Peter, Marc K.
A2 - Cayolla, Ricardo
A2 - Bogdanović, Zorica
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Marketing and Technologies, ICMarkTech 2021
Y2 - 2 December 2021 through 4 December 2021
ER -