Business Commons^™

Memes And Copyright: Article 13, Branding, And Digital Remix Culture, Yasemin Beykont

Theses and Dissertations

This study investigates the impact of the EU digital copyright directive, Article 13, on memes and internet culture. Due to their transformative nature, it is tricky to fit memes into a traditional copyright framework. Article 13’s filter algorithms will be coded to detect posts that make use of intellectual property, thereby complicating the use of copyrighted images drawn from film and television. This study includes a discourse analysis of news coverage of Article 13 to explore how various groups characterized the value of meme culture and the threats posed by the new directive. It also includes a textual analysis of …

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako

Electronic Theses and Dissertations

Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; …

Dark Clouds: The Ethics Behind A Growing Vape Culture, Matthew Crenshaw

Accounting Undergraduate Honors Theses

This project addresses the areas of vaping consequences and the overall perception of vaping as a whole from the public. It also successfully answers one primary question: Have vaping companies really done anything “unethical” in terms of marketing and selling their products, or are they just the easiest entity to blame?

Vaping has been referred to as an “epidemic” in recent years. It has gained an immense amount of popularity among America’s youth however little is known about its long-term health risks. Vaping, along with its advertising techniques and unique target audience, has been compared to cigarettes and with that …

What Consumers Don’T Know They’Re Giving Away (Data And Privacy Concerns), Bayleigh Reeves

Marketing Undergraduate Honors Theses

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing …

Essay 1: How We Feel: The Role Of Macro-Economic Sentiment In Advertising Spending-Sales Relationship; Essay 2: It Was The Best Of Times; It Was The Worst Of Times: The Effect Of Emotional Uncertainty And Arousal On Healthy Food Choices, Leila Khoshghadam

Theses and Dissertations in Business Administration

Essay 1: Controversies regarding the advertising spending-sales relationship have spawned many studies in marketing. Previous research on macroeconomic influencers of this relationship has focused mostly on objective macroeconomic indicators such as cyclical contraction and expansion. Extending these previous studies, the current research argues that sales response to advertising is also contingent upon the pervasive feelings present in the macroeconomic environment, above and beyond the influence from objective macroeconomic factors. Specifically, it argues that future outlook negativity and uncertainty in macroeconomic sentiment can affect the ad spending-sales relationship. Analyzing sales and advertising spending data for salty snacks in conjunction with macroeconomic …