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Articles 1 - 3 of 3
Full-Text Articles in Communication Technology and New Media
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 …
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Masters Theses
In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …
Reading Between The Lines: Gender Perception Of Lean Media, Jennalee Conner
Reading Between The Lines: Gender Perception Of Lean Media, Jennalee Conner
Masters Theses
Over the years, communication methods have evolved from face-to-face conversations to computer-mediated communication including: e-mail, instant message, and text message interactions. Since the methods have changed, a large aspect of communication, nonverbal cues, have become nearly impossible. These methods of communication that lack nonverbal cues are therefore referred to as lean media because they lack the richness of facial expression, vocal expression, and immediacy. In order to modify more recent forms of communication to include nonverbal cues, individuals have created their own nonverbal cues. While each individual is unique, though, genders normally tend to think or behave in similar fashion. …