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Inclusive advertising through the soundtrack: insights from people with tinnitus

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dc.contributor.author Palencia-Lefler Ors, Manuel
dc.date.accessioned 2023-05-02T06:21:51Z
dc.date.issued 2022
dc.identifier.citation Palencia-Lefler M. Inclusive advertising through the soundtrack: insights from people with tinnitus. J Mark Commun. 2022. 21 p. DOI: 10.1080/13527266.2022.2103584
dc.identifier.issn 1352-7266
dc.identifier.uri http://hdl.handle.net/10230/56636
dc.description Data de publicació electrònica: 22 de juliol de 2022
dc.description.abstract This study explores the question of inclusive advertising soundtracks for people with tinnitus, a group that until now has been largely ignored by the marketing industry. The research applies a methodology based on Qualitative Data Analysis (QDA) and combines grounded theory and the focus group model as a data collection technique. The study took an objectivist approach for the first stages of data coding, and a constructivist approach to develop the theory, in an effort to tell a story about people with tinnitus and their relationship with today’s audiovisual advertising. A comparison of the contributions of three focus groups of tinnitus sufferers reveals a specific pattern that may provide clues for the creation of inclusive ads that will be tolerable to this target. The participants agree that they need clear and simple sound that poses fewer interpretation problems for the brain, and that advertising messages can be made more receptive and persuasive for them by improving the audio, through high-quality equalization. As a strategy to facilitate understanding of the advertising message, tinnitus sufferers suggest that ads should make what is heard visible, establishing the diegetic relationship between image and sound.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher Taylor & Francis
dc.relation.ispartof Journal of Marketing Communications. 2022. 21 p.
dc.rights © This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Communications on 22 Jul 2022, available online: http://www.tandfonline.com/10.1080/13527266.2022.2103584
dc.title Inclusive advertising through the soundtrack: insights from people with tinnitus
dc.type info:eu-repo/semantics/article
dc.identifier.doi http://dx.doi.org/10.1080/13527266.2022.2103584
dc.subject.keyword Inclusive marketing
dc.subject.keyword tinnitus
dc.subject.keyword hearing disorders
dc.subject.keyword advertising soundtrack
dc.subject.keyword accessible advertising
dc.rights.accessRights info:eu-repo/semantics/embargoedAccess
dc.type.version info:eu-repo/semantics/acceptedVersion
dc.embargo.liftdate 2024-01-22
dc.date.embargoEnd info:eu-repo/date/embargoEnd/2024-01-22

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