In this paper we propose to consider the approach to the subjectivity of consumers on the assumption that there is now a TRUE consumption culture which inspires their behaviour and ideology, strongly influencing the perception of products and brands. On the basis of this assumption we believe we can demonstrate that qualitative research, an unrivalled tool for probing motivations, must sometimes go beyond analysis of the individual case and limit and control subjectivity, at the same time penetrating its degree of importance. For this purpose we suggest the qualitative/quantitative research method, which focuses on a detailed questionnaire with a strong motivational bias. It also appears necessary to provide a contextualisation of data, that is an analysis of attitudes towards the category of product studied, and the opinions and behaviour relating to the product itself. We feel this will delineate an ideological/cultural context allowing the aggregation of subjectivity to be established in an extensive, varied way. The case we present to illustrate our working hypothesis lends itself to the purpose particularly well, as it relates to a product with a strong marketing personality which demonstrates the role played by the marketing mixes of the two product brands examined in instilling the culture of the product into consumers, in the encounter with their expectations, projections and lifestyles. This makes it possible to establish that the ideology associated with the consumption culture relating to the product category in question (in our case body care and personal hygiene products) significantly influences not only the perception of a brand, but also the method of purchasing and using the product.
This paper presents an approach to symbolic jingle analysis. The technique is based on the concept that music plays an important part in deciding the emotional charge of an advertising message, not only reinforcing it but also giving it an exclusive emotional character. It is therefore important to ensure that the evocative content of the jingle, ie. the constellation of affective meanings it calls to the mind of the person receiving the message, are consistent with the symbolic structure of the product and its brand and with the objective of the communication strategy. The jingle analysis technique illustrated is basically an associative technique, based on theoretical concepts drawn from new orientations in psychoanalysis. After presenting . these concepts the paper covers two applications of the technique/ the choice of a jingle designed for a food product message from a set of three, and the analysis of the extent to which the music in a detergent commercial is consistent with the product.
Our experiments have led to the formulation of a "structure chart", which effects an innovatory integration of qualitative and quantitative research, producing a harmonic yet distinctive interpretation of . "realistic" data (functional and cognito-perceptive aspects) relating to the product, and "symbolic" data or those relating more strictly to the "image" of the product, delineating its position in both current and potential terms. The inherent power of the structure chart establishes a link of exceptional clarity between the "reality" and the "image" of a product, allowing simultaneous "reading" of the images of a number of competing products without involving the risk of flattening out the figures.
This paper sets out to illustrate a qualitative research method focussed on the use of association and projection tests. Thus it is a method which intends to identify the affective-symbolic structures underlying the cognitive structures, and to determine the emotional substance of the images - of products, brands and Companies, which affects the consumers' attitudes, behaviours and decisions in their regard. It is a method which can be used both in basic motivation researches on products and for analysis of specific communication elements (advertising messages, packagings, names, points of sale, etc.).