Sökning: "Brand personification"

Visar resultat 1 - 5 av 8 uppsatser innehållade orden Brand personification.

1. 1. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Antonia Pumarino; [2023]
   Nyckelord :Identity value; identity myth; personification; discourse advertising; social tensions; cultural branding; critical discourse analysis; Social Sciences;

   Sammanfattning : Brands have changed their approach to advertising, instead of offering products, nowadays they offer ways of living and seeing the world. To do so, they own a symbolic language which is embodied in advertising discourse. Brands aim to create more profound relationships with consumers and to concretise it, they have a variety of strategies at hand. LÄS MER

3. 2. Dismantling the Creative Director : a media content analysis of creative directors Daniel Lee and Simon Porte Jacquemus

   Kandidat-uppsats, Lunds universitet/Avdelningen för modevetenskap

   Författare :Isabella Österlund; Allis Stenwall; [2020]
   Nyckelord :Creative director; fashion; luxury fashion; zeitgeist; consumer; fashion system; fashion-ology; social media; symbolic value; Daniel Lee; Bottega Veneta; Simon Porte Jacquemus; Jacquemus; field; communication; creativity; craftsmanship.; Cultural Sciences;

   Sammanfattning : This bachelor’s dissertation is written by Allis Stenvall and Isabella Österlund (2020), Division of Fashion Science, Lund University. The study titled “Dismantling the creative director” - A media content analysis of creative directors Daniel Lee and Simon Porte Jaquemus aims to analyze and understand the expectation and definitions of a creative director at a luxury fashion house and what influence the modern consumer has on fashion in the current zeitgeist. LÄS MER

4. 3. Managing the Semi-Fictive Brand Persona - In Theory and Practice

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Emma Jungerth; Sam Lidström; [2018]
   Nyckelord :Semi-Fictive Brand Persona; Brand Identity; Brand Personality; Brand Personification; Brand Persona; Storytelling; Strategic Brand Management; Business and Economics;

   Sammanfattning : Title: Managing the Semi-Fictive Brand Persona – In Theory and Practice Submission date: 28th of May 2018 Course: BUSN39 Degree Project in Global Marketing Authors: Emma Jungerth & Sam Lidström Supervisor: Mats Urde, [email protected]. LÄS MER

5. 4. The fine line between journalism and advertising : A critical discourse study of ELLE.se’s use of advertorials and click-based content and an evolving hybrid genre

   Kandidat-uppsats, Stockholms universitet/Institutionen för mediestudier

   Författare :Linnéa Ruiz Mutikainen; [2018]
   Nyckelord :Fairclough; Critical Discourse Analysis; advertorials; native; affiliate; fashion journalism; commercialism; hybrid genre;

   Sammanfattning : The purpose of this study is to explore the expressions of a commercialising fashion journalistic genre by focusing on how ELLE.se, Sweden’s biggest online fashion platform, use advertorials and click-based content. LÄS MER

7. 5. Cars and Environmental Values : A Rhetoric and Semiotics Analysis of How Environmental CSR values are communicated on webpages at General Motors, Hyundai and Volkswagen

   Magister-uppsats,

   Författare :Henric Lindholm; [2017]
   Nyckelord :Car industry; CSR; competitiveness; corporate identity; environment; marketing communication; webpage.;

   Sammanfattning : This study is performed by conducting a rhetoric and semiotics analysis on the ‘About Us’-section of the webpages of General Motors, Hyundai and Volkswagen with the aim of finding how the companies used environmental values in their marketing communication. The interest in the topic is a consequence of the challenge that the car industry is facing, to increase their environmental activities in order to please the public as well as the costumers. LÄS MER