Mainardi, Caterina (A.A. 2023/2024) Narrative innovations: a comparative analysis of storytelling and creativity in AI-generated versus traditional advertisement. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Paolo Peverini, pp. 157. [Master's Degree Thesis]

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Abstract/Index

Contextualisation. Creativity and advertising. Advertising in the digital age. Conceptual framework and research question. Introduction to the problem. The role of AI in marketing. AI in action: exploring case studies of creative advertising campaigns. Introduction to the research question. Methodology and case studies. The semiotics behind narrative plots: a theoretical overview. Diachronic analysis. Synchronic analysis. Semiotic analysis of the ADS. The semio-narrative level. Data analysis. Sentiment analysis. Identification of codes.

References

Bibliografia: pp. 140-152.

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:	Integrated marketing communication
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	28 Jan 2025 14:56
Last Modified:	28 Jan 2025 14:56
URI:	https://tesi.luiss.it/id/eprint/41054

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