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Contributions affective et symbolique de la musique publicitaire : Une étude empirique

Author

Listed:
  • Karine Gallopel

    (IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes)

Abstract

La majorité des recherches réalisées en marketing sur la musique publicitaire l'a abordée comme un stimulus remplissant une fonction affective au sein d'une annonce commerciale. Or une incursion dans les domaines de la musicologie, de la psychologie et de la philosophie indique que la musique est dotée d'un pouvoir évocateur indéniable, pouvoir sur lequel s'appuient les annonceurs pour doter leur marque de valeurs symboliques prisées par le consommateur. L'objectif de cet article est de vérifier empiriquement qu'à côté de sa fonction affective traditionnelle, la musique tient également un rôle symbolique dans la mesure où les évocations qu'elle véhicule influent sur les réponses des prospects à une publicité.

Suggested Citation

  • Karine Gallopel, 2000. "Contributions affective et symbolique de la musique publicitaire : Une étude empirique," Post-Print hal-02018532, HAL.
  • Handle: RePEc:hal:journl:hal-02018532
    DOI: 10.1177/076737010001500101
    as

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