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Articles 1 - 11 of 11
Full-Text Articles in Arts and Humanities
Brand Personality And Sexuality Levels Of Luxury Advertisements, Alyssa Dana Adomaitis, Diana Saiki
Brand Personality And Sexuality Levels Of Luxury Advertisements, Alyssa Dana Adomaitis, Diana Saiki
Publications and Research
This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products with limited research on its influence on the consumer. A sample of 1266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). The results indicated less sexuality in luxury advertisements was …
Tendencies Of Development Of High Technology Industry In Tashkent Region, Nilufar Batirova
Tendencies Of Development Of High Technology Industry In Tashkent Region, Nilufar Batirova
The Light of Islam
The article analyzes the amount of innovative products and services produced by industrial enterprises and organizations of the region. In particular, the low share of high-tech industrial products in the industrial sector and its reasons are emphasized. The process of directing the costs of marketing, technological and organizational innovations was analyzed to increase the overall proportion of the products of this sector. Also, the importance of creating innovative clusters in the region and improving the performance of small industrial zones was noted. It was mentioned that most of the costs of innovation are directed to industry, but most of these …
Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle
Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle
Undergraduate Theses
The quantitative impact of the arts has become an increasingly important factor in determining the overall value of a project, and is often used to determine acceptance of submissions, public recognition and funding disbursement. This project evaluates current understandings of how the arts function within society, popular methods for determining the value of the arts and explores how qualitative reasoning can be utilized to communicate the value of supporting artistic endeavors. While placing a numerical value on the arts based on data collection can be important, this project will aim to evaluate the implications of relying so heavily on facts …
Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison
Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison
Electronic Theses and Dissertations
Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, …
Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako
Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako
Electronic Theses and Dissertations
Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; …
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Honors Scholar Theses
In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …
“Damn, You Reek Of Pr”: Anti-Establishment Rhetoric And Resistance To Advertising Within Science Fiction Film Discussions In The Reddit Movie Community, Bailey R. Tinsley
“Damn, You Reek Of Pr”: Anti-Establishment Rhetoric And Resistance To Advertising Within Science Fiction Film Discussions In The Reddit Movie Community, Bailey R. Tinsley
Honors Theses
No abstract provided.
Click Here Now: The Impact Of Color And Size On Advertisements, Isabelle R. Fiore, Celia L. Hussar, Alexandra E. Lippincott, Kerry E. Ullman
Click Here Now: The Impact Of Color And Size On Advertisements, Isabelle R. Fiore, Celia L. Hussar, Alexandra E. Lippincott, Kerry E. Ullman
Student Publications
Businesses and companies are always trying to find the most effective way to advertise their products to create higher click-through rates, increasing the intent to purchase, and consequently raising sales and revenue. This research examines the effect that several different design elements of an online advertisement have on the attitudes or behaviors of consumers. An online survey was sent out to students at Gettysburg College, consisting of pairs of advertisements differing either in color, hue, or size. Participants in the online survey were asked to click on the image that they preferred. All three of these categories had a significant …
The Supply Chain Of Digital Music: Empowering Independent Artists Through Availability And Accessibility, Justin Reed
The Supply Chain Of Digital Music: Empowering Independent Artists Through Availability And Accessibility, Justin Reed
Senior Theses
The process of creating and sharing digital music can be viewed from the “supply chain” perspective: identifying the resources and value-adding tools that ultimately result in a final audio product. By researching and documenting the steps involved in this process, I identify this supply chain as a series of steps, an itinerary, or process model of digital music creation. Moreover, I found that each step in the process can be assess for its accessibility and usability by independent artists. I conclude by exploring how this democratizes the music industry by affording independent artists the necessary tools and empowerment to create …
(Un)Filtered Females: Exploring The Changing Representation Of Women In Cigarette Advertising, 1920-1940, Sophia Belyk
(Un)Filtered Females: Exploring The Changing Representation Of Women In Cigarette Advertising, 1920-1940, Sophia Belyk
SASAH 4th Year Capstone and Other Projects: Publications
Throughout the first half of twentieth century, the act of smoking transitioned from being an exclusively male to a predominantly female practice. Indeed, by the end of the twentieth century merely being female was considered a serious risk to developing a smoking habit. This cultural shift is reflected in contemporary cigarette advertising, in which women begin as attractive accessories to male smokers and gradually become depicted as smoking independently. These advertisements were actively engaged with the social worlds of the women they targeted, drawing upon their contemporary concerns and values, namely those of women’s liberation and an increased attention placed …
Viewing The Covid-19 Resilient Skincare Market Through A Sociohistorical Lens: The Patterning Of Conspicuous Consumption Mediated By Marketing, Siren Chen
Senior Projects Fall 2020
The Chinese skincare market distinguishes itself with an inelastic consumer demand during the COVID-19 pandemic. This project employs the endogenous preferences economic framework and a sociohistorical lens to analyze the social forces that sustain the resilient beauty market. Through setting up a socially embedded framework for economic analysis, this project highlights the active role of marketers, which are omitted in mainstream economics, in fostering a bond between consumers and skincare products. With a comparative analysis of both the colonial and the COVID-19 pandemic contexts, this project demonstrates how marketers connect consumers to skincare products through reference to the system of …