How brand activism shapes real world advertising campaigns: a qualitative exploration on understanding Gen Z’s perception and response on mental health
Pugliese, Chiara (A.A. 2022/2023) How brand activism shapes real world advertising campaigns: a qualitative exploration on understanding Gen Z’s perception and response on mental health. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 135. [Master's Degree Thesis]
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Abstract/Index
Lit review. Society is lost. Brands in a lost society. How does semiotics work? Who is Gen Z? Gen Z & mental health. Why is mental health so important for Gen Z? How does society approach mental health? How do brands approach mental health in their advertising strategies? Analysis and methodology. The research question. Synchronic analysis. Diachronic analysis. Identification of codes. Semiotic analysis of the campaign. The semio-narrative level. Data analysis.
References
Bibliografia: pp. 126-133. Sitografia: pp. 134-135.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Language in advertising |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Romagnoli, Stella |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 16 Jan 2024 16:57 |
| Last Modified: | 16 Jan 2024 16:57 |
| URI: | https://tesi.luiss.it/id/eprint/37605 |
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