Soundtrack to Paradise: Sonic Branding in the South Pacific

In this presentation, we explore the sonic branding of a geographic and conceptual space. Hawaii, and what the branding of Hawaii has deemed her lilting and undulating call, lure us to the ultimate retro-escape. We investigate details in the legendary history of Hawaii's sonic branding, unpacking the Hawaiian presence via a media analysis of our growing archive of Hawaiiana and drawing upon recent developments in internet marketing and marketing thought generally, including sonic branding (Barnet 2001; Hirsch and Schneider 2001) and retroscapes (Brown and Sherry 2003). Our journey invokes our own experience of sonic branding, offers some related sonic examples from other realms, and provokes broader reflections of the intersection of music, branding, and consumer culture


Alan Bradshaw, Pierre McDonagh, and David Marshall (2005) ,"Soundtrack to Paradise: Sonic Branding in the South Pacific", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 498-501.


Alan Bradshaw, University of Exeter
Pierre McDonagh, Dublin Institute of Technology
David Marshall, University of Edinburgh


E - European Advances in Consumer Research Volume 7 | 2005

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