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Articles 1 - 8 of 8
Full-Text Articles in Business
The Dove® Campaign For Real Beauty: What’S Next For Inclusivity?, Kelly Indermill
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.
Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Targeted Online Advertisements: Effectiveness As A Function Of Need-For-Cognition, Katherine Dorothy Drebin
Honors Theses
Previous research has suggested that targeted online advertising is more effective when users have a preexisting interest in a product or service. While technology now allows marketers to track the demographics and behaviors of potential customers, the current research examines online ad-perception at an individual level, specifically focused on differences in need-for-cognition. Participants were asked to read a short online news article and were randomly assigned to view a webpage containing either gender-neutral or gender-targeted advertisements. While it was predicted that advertisement recall would be stronger for targeted than non-targeted advertisements, no such association was found. Additionally, advertisement recall did …
A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst
A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst
Communication Studies
This paper offers a close reading analysis of Bud Light's PacMan Super Bowl commercial to uncover what rhetorical strategies are employed to appeal to the millennial generation. It discusses three main strategies: creating a "real" experience, nostalgia marketing, and emphasis on the "experience."
Narrative Advertising, Meng Li
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 …
Managing The Credibility Of A Nonprofit Organization In The Face Of Unexpected Publicity, Regan Crowell
Managing The Credibility Of A Nonprofit Organization In The Face Of Unexpected Publicity, Regan Crowell
Honors Theses
Ethical conduct of a nonprofit organization was suspected to impact the credibility of the organization as perceived by its stakeholders. This study uses secondary research for three nonprofit organizations in order to gain a closer look at the ethical issues of compensation, conflicts of interest, and the combined issues of accountability and strategic management. The nonprofit organizations discussed are United Way, Susan G. Komen, and The ALS Association. Each faced unexpected publicity, either positive or negative, and managed the organization’s credibility through dealing with one of the named ethical issues. Based on the case studies conducted for the three nonprofit …
From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana
From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana
Theses and Dissertations--Communication
The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.
The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …
Stepping Out From The Crowd: (Re)Branding Jamaica's Tourism Product Through Sports And Culture, Thelca Patrice White
Stepping Out From The Crowd: (Re)Branding Jamaica's Tourism Product Through Sports And Culture, Thelca Patrice White
Masters Theses
Branding and marketing, in a world where much emphasis is placed on commercialism, are inextricably linked, and carry significant weight. Brands, as we have come to know them, are seemingly ubiquitous, and represent an omnipresent way for many businesses to communicate vital information about their products to existing, as well as, prospective customers. However, while many persons consider branding to be directly related to huge corporations, branding has expanded its repertoire to include nations. While many scholars of marketing and branding have placed keen attention on the branding of corporations, very little attention has been placed on the branding of …
Brands Crossing Borders: Cross-Cultural Issues In Brand Localization In And From China, Molly Catherine Bowman
Brands Crossing Borders: Cross-Cultural Issues In Brand Localization In And From China, Molly Catherine Bowman
Honors Theses
As China continues to play a more integral role in the global economy, the ability to do business in, with, and from China is of the utmost importance. With the country's nascent transformation from a manufacturing economy to a value-added hub of innovation, Chinese companies face new challenges in communicating their brands and values abroad, and their Western counterparts face equal if not greater challenges in maintaining their market share on a global scale.
Communication will be the key to success in this dynamic environment. This paper will explore some of the unique China stories of prominent global organizations-- how …