Open Access. Powered by Scholars. Published by Universities.®
Advertising and Promotion Management Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Discipline
Articles 1 - 2 of 2
Full-Text Articles in Advertising and Promotion Management
Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan
Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan
Electronic Thesis and Dissertation Repository
This thesis explores the marketing, branding, and fundraising activities of Amnesty International and Human Rights Watch and critically examines promotional texts used to communicate with the public. This thesis is multidisciplinary, combining scholarly work on the topics of history, humanitarianism, marketing, branding, commercialization, representation, and consumer culture. By adopting market logic and corporate strategies from the private sector, both organizations have increased revenue and created a strong identifiable brand. Each organization attempts to balance between the moral foundation or grassroots origins of the organization and the need to raise immediate revenue to sustain operations. This money-morals dilemma is also at …
Clash Of The Industry Titans: Marvel, Dc And The Battle For Market Dominance, Caitlin Foster
Clash Of The Industry Titans: Marvel, Dc And The Battle For Market Dominance, Caitlin Foster
Electronic Thesis and Dissertation Repository
This thesis examines the corporate structures, marketing strategies and economic shifts that have influenced the recent resurgence of the comic book superhero in popular Hollywood cinema. Using their original texts and adaptation films, this study will chronologically examine how each company’s brand identities and corporate structures have reacted to and been shaped by the major cultural and industrial shifts of the past century in its attempt to account for the varying success of these companies throughout their histories. Beginning with the superhero’s first appearance on screen in the 1940s, this study traces the development of Marvel and DC’s distinct brand …