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Klänge, Emotionen und Audiobranding

Klänge, Emotionen und Audiobranding


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About the Book

Das Anliegen dieser Untersuchung ist es, aufzuzeigen, wie Emotionen durch Musik evoziert werden, welche Rolle musikalische Gestaltungsparameter dabei spielen und wie sie im Konzept der akustischen Markenführung umgesetzt werden. Die Behauptung, die hinter diesem Anliegen steht, lautet: Durch die gezielte Verwendung musikalischer Gestaltungsparameter können im Zusammenspiel mit konsequenter akustischer Markenführung emotionale Reaktionen und Bewertungen beim Konsumenten gezielt hervorgerufen und beeinflusst werden. Besprochen werden Grundsätze der Markenkommunikation, Emotionstheorien, Informationsverarbeitungsvorgänge (inklusive symbolischer Gedächtnismodelle und zerebraler Aspekte), die Funktionen akustischer Reize in der Markenkommunikation, sowie das operative Vorgehen bei der Entwicklung von akustischen Markenelementen. Außerdem schließt sich ein Kapitel über die musikdidaktischen Implikationen der Ergebnisse der Untersuchung an.
About the Author: Peter Schaefer wurde 1987 in Sigmaringen geboren. Sein Studium (Lehramt an Realschulen, Hauptfach Musik) schloss er am Institut für Kunst, Musik und Medien der PH Heidelberg im Jahr 2014 ab. Sowohl als praktizierender Musiker, als auch als interessierter Student der Musikwissenschaft und der Musikpsychologie liegen seine Schwerpunkte vor allem im Bereich der emotionalen Wirkung von Musik und deren manipulativer Verwendung. Mittlerweile lebt und arbeitet (u.A. Lehrauftrag am Konservatorium 'Royal Northern College of Music') Peter Schaefer in Manchester, UK.


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Product Details
  • ISBN-13: 9783954257720
  • Publisher: Disserta Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Markenkommunikation mit Musik vor dem Hintergrund der emotionalen Wirkung musikalischer Gestaltungsparameter
  • Width: 148 mm
  • ISBN-10: 3954257726
  • Publisher Date: 30 Oct 2014
  • Height: 210 mm
  • No of Pages: 130
  • Spine Width: 7 mm
  • Weight: 218 gr


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