Social and Behavioral Sciences Commons^™

Crafted Places: The Use Of Place In Wisconsin Craft Beer Marketing, Joseph A. Quintana

Electronic Theses and Dissertations

This research examines place-related themes used in craft beer marketing initiatives in Wisconsin. "Place" describes the emotions and perceptions individuals hold in certain locations. Place theory, despite being universally experienced, is relatively understudied. Furthermore, this project is grounded in the recent neolocal movement - a movement towards local culture, and away from national homogenous culture. Broadly, this paper aims to understand the perceptual linkages between people and "their" place. In order to understand place and neolocal themes within these linkages, this project analyzes how individual beer names, beer-label imagery, and beer-related advertisements use familiar places to link products with a …