Public Relations and Advertising Commons^™

Belmont Culturs: 2024 Bateman Submission, Anna J. Love, Ryleigh Green, Savannah Sellers, Jamison Costolnick

Belmont University Research Symposium (BURS)

Human connection is effortless in the age of the Internet—for those who fit the mold. For young adults with cross-cultural, nuanced identities, it’s easy to get lost in the sorting of algorithms. Forming deep connections becomes difficult. Finding who you are seems impossible. Isolated and socially disconnected, culturally fluid young adults often lose themselves among peers who appear secure in their identities and homes.

This is why the Belmont Culturs team has worked strategically to bridge the gap between identity and diversity for our target audience: Belmont University students. Belmont Culturs is paving a new path to “we” through simplifying …

Public Relations Original Case Study: Shein Brand Trip Backlash, Isabel Hodell, Lauren Letts

Belmont University Research Symposium (BURS)

This case examines Shein's controversial brand trip, which offers a complex narrative involving the intersection of public relations tactics, influencer marketing, and corporate ethics. Shein's reputation has been harmed by allegations of labor violations and unethical practices. In an attempt to improve their image, Shein created a brand trip for American fashion influencers to tour its Chinese factories. However, the influencers' glowing reviews sparked backlash as they failed to address Shein's history of exploitation and were claimed to be full of propaganda. This paper examines the aftermath of the brand trip, examining Shein's response as well as the backlash’s impact …

Rare Beauty: Social Media Audit, Amalia Fleming, Mariyah Martinez, Lillian Stegen, Briley Bodin, Nadia Rodgriguez

Belmont University Research Symposium (BURS)

Our report entails a thorough social media audit of the makeup brand, Rare Beauty, founded by Selena Gomez. It analyzes the many strategies utilized to create an effective social media presence on multiple platforms. This report discusses how successful these social media and communication strategies are in leading to brand growth, development, and profit for Rare Beauty. In addition, our presentation aims to touch all of the aforementioned points in a way which gives our audience a complete yet succinct overview.

In our findings we have discovered that Rare Beauty has successfully utilized social media to create a community of …

Jesus Was A Refugee: Parables As Contemporary Rhetoric, Luke Litz

Belmont University Research Symposium (BURS)

This paper performed a rhetorical analysis of the "Refugee" ad released by the He Gets Us campaign by identifying the rhetorical devices employed in the ad, interpreting their meaning, and evaluating the effectiveness of the ad. This advertisement is delivered in the form of a parable, which demonstrates that while the He Gets Us campaign purports to be targeting people who find Jesus unrelatable, this ad particularly targets the evangelical community and provokes them to change their posture toward immigration in the United States. However, it is too early to tell whether the ‘Refugee’ ad will be effective at winning …

The Nashville Predators Social Media Audit, Sam Baranek, Connor Clouthier, Toniya Johnson, Mary Kate Reid, Micaela Trimble

Belmont University Research Symposium (BURS)

This report and presentation will deliver a comprehensive social media audit completed on the Nashville Predators, a national hockey team. In the end, it will show results of our group’s analysis of the communication strategies on the various platforms that the Nashville Predators use for their business and brand. While we already have prior knowledge and experience in social media, we plan to use the theories and principles to come to even better conclusions about the success of the Nashville Predators’ online presence.

The Nashville Predators are known for being a professional hockey team in the NHL. The Predator’s brand …