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Articles 1 - 14 of 14
Full-Text Articles in Business
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Electronic Theses and Dissertations
The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …
Female Motivation In Engineering, Manufacturing, And Stem-Related Trades, Leaann Nichole Manz, Leaann Nichole Manz-Young, Leaann Nichole Young
Female Motivation In Engineering, Manufacturing, And Stem-Related Trades, Leaann Nichole Manz, Leaann Nichole Manz-Young, Leaann Nichole Young
Electronic Theses and Dissertations
Historically, female representation in engineering and manufacturing trades has been underrepresented compared to their male counterparts. Given this trend, the scope of this paper is to analyze the motivational factors among females who are currently working in Engineering and Manufacturing related trades in the surrounding lower East Appalachian area. Literature research will support an analysis of the following focus: Females in Engineering and Manufacturing Trades. The study focuses on analyzing questionaries from thirty-two females based on the Social Cognitive Career Theory and its three components: “outcome expectations, career interest, and career self-efficacy”. The major findings of this study …
Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai
Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai
Electronic Theses and Dissertations
The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …
Digital Brand Identity Design From A User Experience Perspective, Isaiah Harwood
Digital Brand Identity Design From A User Experience Perspective, Isaiah Harwood
Undergraduate Honors Theses
As a graphic designer and as a creative in general, my interest has always been in the conceptualization and execution of brand identities. I am most comfortable as a designer when I am working in the realm of art direction, and most of my design heroes and inspirations are legendary art directors and designers like Paula Scher, Paul Rand, and Michael Bierut. Logo and wordmark design in particular are among my favorite aspects of design, and finding ways to creatively apply these foundational aspects of a brand to each stage of the user experience is exciting to me. The stages …
Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor
Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor
Electronic Theses and Dissertations
Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. …
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; …
In Search Of Work-Life Balance: Organizational And Economic Challenges Confronting Women In Banking And Management Consulting Firms In Southwest Nigeria, Oluwafisayo Ogundoro
In Search Of Work-Life Balance: Organizational And Economic Challenges Confronting Women In Banking And Management Consulting Firms In Southwest Nigeria, Oluwafisayo Ogundoro
Electronic Theses and Dissertations
Married women in the banking and management consulting firms in Nigeria encounter challenges that affect their commitment to their families while working long hours in demanding jobs. This study explores the challenges married women encounter and the impacts they have on women’s family lives, social lives, and health. I analyze primary and secondary sources to understand how organizational work culture such as long working hours, work competitiveness, and Nigeria’s unstable economy negatively affect the work-life balance of married women in banking and management consulting firms. Although participants shared the belief that their workplaces practiced “equality,” their descriptions of daily life …
An Overview Of A Failed Thesis, Avery Lewis
An Overview Of A Failed Thesis, Avery Lewis
Undergraduate Honors Theses
An overview of a project based thesis that did not have the support or funding to be carried out to completion. The project was based around starting up a summer recruitment program for the East Tennessee State University Music Department. The program would consist of various summer events for high school students used to recruit for the department as well as encourage music and fine arts degrees.
College Level Mentoring For Underrepresented Populations: Enhancing The Transition Into The Corporate World, Titilayo O. Abiwon
College Level Mentoring For Underrepresented Populations: Enhancing The Transition Into The Corporate World, Titilayo O. Abiwon
Undergraduate Honors Theses
This research paper examines existing mentoring services at a regional southeastern university with major emphasis on mentoring services mainly available to underrepresented populations at the institution. The investigation aims to define the importance of and the need for such programs and the impact the absence of said programs might have on the university population with emphasis on the underrepresented. For the purpose of this research, mentoring is considered in terms of employment preparation and transition into the corporate world. Mentoring services awareness and employment preparedness from the student perspectives are surveyed.
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
Undergraduate Honors Theses
This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …
Heritage Tourism In Washington County, Tennessee: Linking Place, Placelessness, And Preservation, Chad F. Bailey
Heritage Tourism In Washington County, Tennessee: Linking Place, Placelessness, And Preservation, Chad F. Bailey
Electronic Theses and Dissertations
This thesis examines the formation of spatial theory and the linkage between space and place and their relationship with historic preservation and heritage tourism. First, this thesis analyzes the terms space and place, and how scholars define each term. Second, this thesis focuses on the concept of placelessness. Third, this thesis examines historic preservation as a strategy to help alleviate placelessness and as a crucial link to heritage tourism. This thesis also will use regional examples of preservation and tourism as exemplified by the preservation efforts of private organizations, citizens, and government officials in Jonesborough,Johnson City, and Washington County,Tennessee. This …
Framing Of Business In China: East Vs. West, Xueyi Li
Framing Of Business In China: East Vs. West, Xueyi Li
Electronic Theses and Dissertations
China is one of the largest and most promising markets for new global business ventures. This exploratory research investigates the current news-related themes regarding business in China by comparing news originating from eastern countries to western countries. This study applied agenda-setting and framing theoretical frameworks. A mixed-method approach of both qualitative and quantitative content analyses was used to generate key themes and their related concepts. The results indicate some thematic similarities as well as differences in agenda and news framing between eastern and western news samples. This exploratory study contributes to agenda-setting and framing literature as well as by creating …
Job Competencies, Career Paths, And Educational Backgrounds Of "Fortune" 500 Training Directors, Rachael A. Shultz
Job Competencies, Career Paths, And Educational Backgrounds Of "Fortune" 500 Training Directors, Rachael A. Shultz
Electronic Theses and Dissertations
This study examined the job competencies, career paths, and educational backgrounds of training directors and also compared the responses of male and female training directors in an attempt to identify possible sources of justification for reported male/female salary differences. Data for the study were gathered through the use of two questionnaires. The first was based on a part of the American Society for Training and Development's (ASTD) 1987-1989 Competency and Standards Study. Additionally, a demographic questionnaire dealing with biographical, educational, and professional characteristics was self-developed. Both were mailed to training directors in all Fortune 500 companies. Major findings include: (1) …