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The Sound of music or the history of Trump and Clinton family singers: music branding as communication strategy in 2016 presidential campaign

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dc.contributor.author Mas Manchón, Lluís
dc.contributor.author Collell, Maria Rosa
dc.contributor.author Xifra, Jordi
dc.date.accessioned 2017-10-16T15:35:43Z
dc.date.issued 2017
dc.identifier.citation Mas L, Colell MR, Xifra J. The Sound of music or the history of Trump and Clinton family singers: music branding as communication strategy in 2016 presidential campaign. Am Behav Sci. 2017;61(6):584-99. DOI: 10.1177/0002764217701214
dc.identifier.issn 0002-7642
dc.identifier.uri http://hdl.handle.net/10230/32969
dc.description.abstract 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.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher SAGE Publications
dc.relation.ispartof Am Behav Sci. 2017;61(6):584-99
dc.rights The final, definitive version of this paper has been published in American Behavioral Scientist, 61/6, March/2017 by SAGE Publications Ltd, All rights reserved. © The Authors
dc.title The Sound of music or the history of Trump and Clinton family singers: music branding as communication strategy in 2016 presidential campaign
dc.type info:eu-repo/semantics/article
dc.identifier.doi http://dx.doi.org/10.1177/0002764217701214
dc.subject.keyword Sound branding
dc.subject.keyword Music branding
dc.subject.keyword Political brands
dc.subject.keyword 2016 U.S. elections
dc.subject.keyword Brand associations
dc.subject.keyword Brand personality
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/acceptedVersion


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