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dc.contributor.authorDuran-Palomino, Ana Kelly
dc.contributor.authorArbaiza, Francisco
dc.contributor.authorGallardo-Echenique, Eliana
dc.date.accessioned2022-04-07T20:59:19Z
dc.date.available2022-04-07T20:59:19Z
dc.date.issued2022-01-01
dc.identifier.issn21903018
dc.identifier.doi10.1007/978-981-16-9272-7_37
dc.identifier.urihttp://hdl.handle.net/10757/659502
dc.description.abstractThis 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.es_PE
dc.formatapplication/htmles_PE
dc.language.isoenges_PE
dc.publisherSpringer Science and Business Media Deutschland GmbHes_PE
dc.relation.urlhttps://link.springer.com/chapter/10.1007/978-981-16-9272-7_37es_PE
dc.rightsinfo:eu-repo/semantics/embargoedAccesses_PE
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
dc.subjectAdvertising musices_PE
dc.subjectChicha musices_PE
dc.subjectConsumeres_PE
dc.subjectPhenomenological approaches_PE
dc.titleChicha music as an advertising resource to arouse emotions in the consumeres_PE
dc.typeinfo:eu-repo/semantics/articlees_PE
dc.identifier.eissn21903026
dc.identifier.journalSmart Innovation, Systems and Technologieses_PE
dc.identifier.eid2-s2.0-85127081481
dc.identifier.scopusidSCOPUS_ID:85127081481
dc.source.journaltitleSmart Innovation, Systems and Technologies
dc.source.volume280
dc.source.beginpage459
dc.source.endpage468


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