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Full-Text Articles in Communication
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Honors Projects in Communication
In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …
Quality Tv In The Streaming Age, Ryan Wood
Quality Tv In The Streaming Age, Ryan Wood
Honors Projects in Communication
The purpose of this Honors Thesis is to explore how viewers define quality TV for themselves. This study places the quality TV discourse within the context of the rise of the streaming industry and the decline in traditional moviegoing. To carry out this study, a Qualtrics survey with closed-ended questions and open-ended contextual questions was administered to 162 students at Bryant University. The survey sheds light on the characteristics that viewers deem most important in assessing the quality of television series while at the same time identifying recent shows that viewers believe deserve the "quality TV" label.
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
Honors Projects in Communication
Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …