Public Relations and Advertising Commons^™

The Bride, Millennial Identity, And Instagram: A Case Study Of Hillsong Australia’S Instagram Account, Jessica Delp

Senior Honors Theses

Identity has become an incessant focus for millennials. They ascribe ever-growing significance to identity anchored in an accepting community that elevates their perception. Subsequently, identity is increasingly significant for brand and consumer relationships. Successful brands understand this and incorporate a pervasive sense of their unique identity into their brand, visually and otherwise. This case study of Hillsong Church hopes to help churches understand the importance of visuals in communicating identity. Hillsong Australia’s Instagram is examined using the Saussure model of visual semiotic theory to understand how they present their church identity in relation to millennial identity. The two most dominant …

Audience Responses To Gender Stereotypes In Advertising, Laura Genn

Senior Honors Theses

Advertising has demonstrated linguistic, contextual, and sexual gender stereotypes since its inception; it seems poised to continue doing so as advertising’s presence in society proliferates. Upon analyzing these stereotypes, examples can be found throughout media, especially in television. All this begs the question: Are these stereotypes actually effective at selling products or services to their intended audience? Do men react positively to stereotypes of men or women; and vice versa, how do women react? If gender stereotypes are employed in advertising purely through force of habit and not evidenced prudence, then the advertising landscape stands to gain immensely from taking …

Crisis Communications: How Businesses Respond In The Wake Of Tragedy, Sarah Blow

Senior Honors Theses

Crisis communication is an ever-evolving form of communication that is integral to a business’s success. When tragedy strikes, businesses must have a thorough plan of response that manages the situation and protects their brand. This paper discusses the definition of crisis communication, its history, and how modern trends like social media, have revolutionized it. This study is important because it influences a business’s public perception, and sustainability. Thorough knowledge of crisis communication is critical to a business student’s education and will prepare them for working in fast-paced communication and business environments. An analysis of this topic should yield an understanding …

Influencer Marketing: Consumer Responses To Instagram Influencers, Gloriann Schaefer

Senior Honors Theses

Influencer marketing is the promotion of services and products through individuals with a large social media following. The research contained within this thesis will discuss the topic of influencer marketing and the responses of the consumers targeted. This study observed the different types of responses and comments that followers of Instagram influencers left on their posted content.

The themes and characteristics of responses of Instagram influencer followers will be found through a qualitative content analysis. The study is supported by self-presentation theory, which suggests that individuals, in this case social media influencers, present themselves in a way that results in …