The Sound of Music or the History of Trump and Clinton Family Singers
Music Branding as Communication Strategy in 2016 Presidential Campaign
Bibliographic Data
| ID | 3756561 |
|---|---|
| Authors | Lluís Mas (Universitat Pompeu Fabra, Barcelona, Catalonia, Spain), Lluís Mas-Manchón (0000-0003-2239-4082, Universitat Pompeu Fabra), Maria-Rosa Collell (0000-0002-9747-8435, Universitat de Girona, Girona, Catalonia, Spain), Jordi Xifra (0000-0001-7942-628X, Universitat Pompeu Fabra, Barcelona, Catalonia, Spain, corresponding author) |
| Year | 2017 |
| Volume | 61 |
| Issue | 6 |
| Pages | 584-599 |
| Publication date | 2017-05-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | American Behavioral Scientist (JOURNAL) |
| Journal identifiers | ISSN: 0002-7642 • E-ISSN: 1552-3381 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/0002764217701214 |
| OpenAlex | W2599175496 |
| Language | EN |
| Citations received | 2 |
| References cited | 47 |
Sound branding has been eventually used to recognize the brand and associated with certain values. Despite being a powerful branding resource, especially in political campaigns, music is still underrated in both practitioners' and researchers' fields of action. The objective of this study is to analyze the potential of music to conduct a political branding strategy by itself. Six campaign ads from the 2016 U.S. elections are analyzed acoustically and semiotically to gain insights on the music-branding significance. The results suggest that both Clinton and Trump campaigns used music strategically to communicate values in the emotional arena. In particular, Trump's music conducted brand associations and personality strategy based on the construction of a war hero taking action to save his homeland in times of crisis. Music can transmit brand values through interactions based on emotional experiences. The connections stablished in this article between music and branding can be taken as a model for practitioners to design future political strategies and researches to test brand constructs within the music-branding framework
Action (physics) · Advertising · Art · Brand equity · Business · Corporate branding · Literature · Nation branding · Political science · Politics · Popular music · Presidential system · Public relations · Sociology · Consumer Behavior in Brand Consumption and Identification · Law · Media Influence and Health · Media, Gender, and Advertising
Speech, Music, Sound
Mental Representations
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Dimensions of Brand Personality
An integrative review of sensory marketing
Dimensions of Brand Personality
Candidate Brand Equity Valuation
Political Branding
Self-Referencing and Political Candidate Brands
Twitter and the personalization of politics
The do re mi's of everyday life
Processing Fluency and Aesthetic Pleasure
Scanning the Dial
Towards a Social Semiotic Approach of the Analysis of Emotion in Sound and Music
The Ritual Dimension of Consumer Behavior
Musical Taste Cultures and Taste Publics
When Good Brands Do Bad
Consumers and Their Brands
| Citations per year | 0.4 |
|---|---|
| Citation span | 2021 - 2022 (2) |
| Highly cited | No |