How does marketing employing gendered soundscapes, including pink noise, affect identity construction, desire, and consumer perception?
The word "marketing" refers to the process of creating an awareness about products or services among potential customers and convincing them that their needs can be fulfilled through the purchase of these goods or services. It involves identifying target consumers, creating promotional campaigns, and tracking sales results. Gendered soundscapes refer to the use of sounds designed specifically for one gender or another to influence purchasing decisions. Pink noise is a type of background noise created by combining low-frequency white noise with high-frequency noise, resulting in a soft hissing sound that masks other noises without being distracting. The use of pink noise in marketing is believed to create feelings of comfort and relaxation, which can enhance consumer perception of a product or service.
The effectiveness of this technique remains controversial, as it may also contribute to stereotypes and discrimination.
In terms of identity construction, research suggests that marketers have used gendered soundscapes, including pink noise, to shape how people perceive themselves and others based on societal expectations.
Many advertisements aimed at women tend to feature soothing music and subtle ambient sounds, such as running water, birds chirping, and wind blowing through trees. This creates a sense of tranquility and calmness that is associated with femininity, while men are more likely to encounter brusque, energetic sounds like car engines revving, heavy machinery operating, and sports stadium cheering. By associating certain behaviors and attitudes with specific genders, marketers may reinforce traditional gender roles and promote gender stereotypes.
With regard to desire, some studies suggest that exposure to gendered soundscapes can increase arousal and stimulate sexual attraction. In particular, research has shown that the sounds of nature, such as crickets chirping and raindrops falling, can induce a state of relaxation that makes individuals feel more open to intimacy and connection. On the other hand, louder, faster-paced sounds can signal excitement and aggression, which might appeal to consumers seeking thrills or dominance.
Marketing campaigns for sports cars often use aggressive engine noises or pounding basslines to convey strength and masculinity.
This approach may also create unrealistic expectations about what it means to be a man or woman and lead to dissatisfaction among those who do not conform to these norms.
Consumer perception refers to how people view products based on their sensory experiences, including sight, sound, smell, taste, and touch. Research suggests that gendered soundscapes can impact purchase decisions by creating an emotional connection between a product and its intended audience.
Many beauty products feature soft music and gentle background noise to evoke feelings of comfort and serenity, while automobiles often employ loud engines and revving sounds to communicate power and performance. This approach works best when paired with effective visuals and textual messaging to deliver a cohesive brand image that resonates with target audiences.
Marketers should avoid stereotypical associations and promote inclusivity and diversity in their advertising efforts.
Marketing employs gendered soundscapes, including pink noise, to shape identity construction, desire, and consumer perception. While these techniques can enhance customer engagement and drive sales, they must be used responsibly to avoid reinforcing harmful stereotypes and discrimination. Marketers should strive for authenticity and relevance in their promotional campaigns, focusing on the unique needs and desires of individual consumers rather than overly generalizing based on gender or other demographic factors.