Open Access. Powered by Scholars. Published by Universities.®
- Publication
- Publication Type
Articles 1 - 3 of 3
Full-Text Articles in Marketing
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal
West Chester University Master’s Theses
Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …
Vlogging In Korea: From Film Student To Youtuber, Kalyn Edwards
Vlogging In Korea: From Film Student To Youtuber, Kalyn Edwards
Mahurin Honors College Capstone Experience/Thesis Projects
Video blogging, or vlogging, has become its own genre on YouTube in almost a “reality show” type atmosphere. This project aims to examine that world of video blogging from a personal level, not only as a film student, but also from the perspective of an aspiring businesswoman. The goals of this project are to take on the role of a vlogger, along with all its struggles, while exposing myself to a new culture in hopes of appealing to a certain demographic. It appears as though we have gone from a world relying on telegrams and postcards to becoming a society …
Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen
Masters Theses
Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …