Search

Christina Ranum and Nicolai J. Graakjær Musik til shopper En empirisk undersøgelse af kunders opfattelse af butikmusik. (Music for shoppers An empirical examination of customers' views of music in shops). Increasingly shops need branding. Music can be important in this connection, and earlier research has indicated that music creates atmosphere and meaning, and that music can even influence the consumer's choice of products. However, research has been characterized by a predominantly quantitative, experimental approach, and there are no independent research studies of shop music in a Danish context. In this way the article supplements existing research by its examination of the meaning of shop music in a Danish context using qualitative methods. Referring to a selected shop environment (The Salling department store in Aalborg) it presents, discusses and puts the result of 126 "exit interviews" as well as a more extensive focus group survey into perspective.

Nicolai Jørgensgaard Graakjær's contribution, McJingles - On the use of music in the McDonald's-campaign 'i'm lovin' it', is a stylistic and linguistic analysis of a slogan in an advertising campaign from McDonald's. McDonald's is one of the most prominent symbols of global culture and as such has been the focus of discussions about the homogenization of culture at a global level. Based on its analysis of the slogan's musical minimization and variation Graakjær argues that McDonald's does not only adapt itself to a time when the audience are saturated with advertising, but the burger chain, even though it strives for global standards, can still make cultural considerations and be adapted to local conditions. Here we see a different perspective linking well with the considerations that Karina M. Smed makes about the relationship between the global and the local based on tourism discourses.