Business Commons^™

The Dove® Campaign For Real Beauty: What’S Next For Inclusivity?, Kelly Indermill

Journalism

This study analyzes the Dove Campaign for Real Beauty, examining the brand’s overall implementation of the campaign, as well as its successes and failures. More than ten years after the launch of Dove’s first campaign, the advertising world has greatly evolved. In an ever-changing media world, Dove took the first step towards an attempt at an all-inclusive advertising campaign. This study examines the degree to which Dove’s innovative campaign set the bar for future advertisements. It demonstrates the importance of corporate social responsibility, brand management, inclusivity and the two-way symmetrical communication model.

Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash

College of Journalism and Mass Communications: Theses

One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …

Ua12/2/1 Healthy Living Guide, Wku Student Affairs

WKU Archives Records

Special healthy living edition of the College Heights Herald.

• Moore, Brittiny. Sustainability Committee to Create a Healthier Campus Environment
• Matthews, Carly. WKU Addresses Food Waste in Beneficial Methods – Sustainability, Dining Services
• Sullivan, Tommy. Students Explore Different Ways to Get Up the Hill
• Mayo, Marcel. Students on SNAP: Hilltoppers Offer Insight Into Healthy Diet On a Budget – Supplemental Nutrition Assistance Program
• Davis, Sydney. Group X Classes Offer a Nontraditional Workout – Physical Fitness
• Pettway, Shantel. Popular Versus Unpopular Foods on Campus – Dining Services, Restaurants
• Moore, Mollie. Where to Find the Best Vegan Food on Campus – Dining Services, …

A Primer On Grant Writing For Foundation Support For First-Time Grant Writers In Academic Libraries: Challenges And Opportunities, Peter L. Kraus

Library Philosophy and Practice (e-journal)

In a majority of academic disciplines, grant writing is a skill that is often self-taught or acquired informally by trial and error. Few academic disciplines have grant writing as standard part of their curriculum at the graduate level. In the past, grant writing has received little or no emphasis in traditional library education since library science faculty themselves have a poor record of pursuing external funding. Yet, grant writing is a critical skill for new and experienced librarians. For many librarians, the prospect and challenge of writing a grant can seem daunting; however, with institutional support and the support of …

Fundamentals Of Library Instruction, Darren Sweeper

Sprague Library Scholarship and Creative Works

No abstract provided.

Narrative Advertising, Meng Li

Electronic Theses and Dissertations

Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as …

"Be A Sturdy Oak:" The Art Of Manliness And Rebranding Masculinity In 21st Century America, Leslie J. Peckham

Theses and Dissertations

This thesis presents the ways the blog, The Art of Manliness, negotiates a rebranding of masculinity through nostalgia-based marketing initiatives and individualistic language and perspectives. This blog, dedicated to the self-improvement of the modern man, relies on “intentionality” and makes room for both traditional forms of masculine consumption and progressive masculine domesticity. The thesis begins by illustrating the ways marketing initiatives have had a hand in creating masculinity and the ways society has adopted or rejected these representations. It goes on to discuss how a contemporary blog on masculinity, The Art of Manliness, has incorporated some of these marketing techniques …

Suitability Of Commercial Certification Assessments For Film And Video Editing Courses, Bobby L Chastain

Open Access Dissertations

A study on the microstructure development of as-cast Cu-Mn alloys based around the congruent minimum at 34.6 wt % Mn and 873 °C was performed. Initially, this was to evaluate the alloy as an alternative to wide freezing range Pb and Sn bronzes that are plagued with porosity. The shallow minimum and associated narrow freezing ranges around the congruent point result in a completely cellular (non-dendritic) solidification morphology for a composition range ~3 wt % Mn about the congruent composition (C _c). The degree of cellular solidification was found to depend on the mold material. Increased mold conductivity lead …

Examining Endorsement And Viewership Effects On The Source Credibility Of Youtubers, Stephanie Fred

USF Tampa Graduate Theses and Dissertations

The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source credibility theory, this study assessed the main effect of …

Ua19/16/1 Wku Hilltoppers 2015-16, Wku Athletic Media Relations

WKU Archives Records

2015-16 men's basketball media guide produced by WKU Athletic Media Relations, includes athletic records and statistics, photographs, schedule and information regarding opponents.

Perspectives On Why The Glass Ceiling Still Exists For Women In Advertising And Media And Tools To Help Shatter It, Olivia Hottle Mossman

Honors Program Theses

This ethnographic study provides current insights into the barriers women experience as they seek executive positions in the media and advertising industries—careers largely held by men. Interviews with women who currently or have previously held management roles in media and advertising companies are analyzed and presented. The knowledge gained from these interviews raises awareness of the lack of women’s voices on the media channels that influence a society’s perception of what is socially and culturally acceptable. This research also counteracts an absence of recent research regarding this topic. As the study evolved, it looked more at the relationships between women …

Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill

Open Access Theses & Dissertations

ABSTRACT

Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …

Ua19/16/1 2015-16 Wku Track & Field Cross Country Record Book, Wku Athletic Media Relations

WKU Archives Records

WKU track and field media guide for 2015-16 season.

Ua19/16/1/1 Hilltopper Baseball 2015 Media Guide, Wku Athletic Media Relations

WKU Archives Records

2015 baseball media guide produced by WKU Athletic Media Relations, includes athletic records and statistics, photographs, schedule and information regarding opponents.

Ua12/2/2 2015 Talisman: Resurgence, Wku Student Affairs

WKU Archives Records

2015 Talisman yearbook.

• Osborne Sam. Into the Woods – Big To-Do Music & Arts Festival
• Spalding, Shelley. The Outliers – Greeks
• Badjie, Haddy. The Right to Live – Racism
• Gibson, Helen. Net Worth – Soccer
• Greer, John. Sustaining Seasons – Sustainability
• Wegert, Sally. Bloom – Eva Ross
• Cislo, Everett. Harvest – Hemp
• Kolb, William. Preserve – John All
• Voorhees, Jessica. Making Strides – Track & Field
• Greer, John. The Science Guy – Bill Nye
• Cole, Tanner. Lip Service – Rocky Horror Picture Show
• Belknap, Abby. Race to the Senate
• Gibson, Helen. Game of Loans – Student Financial Aid
• Belknap, Abby. …