Pierantozzi, Sara (A.A. 2023/2024) Exploring the impact of artificial intelligence in brand advertising: a qualitative study of consumer perceptions at different levels of AI delegation. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 156. [Master's Degree Thesis]

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Abstract/Index

Literature review. The innovative evolution of advertising: from traditional to digital. The innovative forms of advertising. Creativity: the heart of advertising industry. The levels of empowerment of artificial intelligence in brand advertising. The origin of artificial intelligence. The impact of artificial intelligence on brand advertising. The levels of AI empowerment in advertising. The research question. Analysis and methodology. Level of non-delegation: case 1-French Red Cross “not generated by AI”. Level of non-delegation: case 2 -Nikon “natural intelligence” (extra case). Medium level of delegation-Coca-Cola “masterpiece”. Full level of delegation–RAI “Olympic and Paralympic games Paris 2024”.

References

Bibliografia: pp. 149-154. Sitografia: pp. 155-156.

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:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	06 May 2025 08:00
Last Modified:	06 May 2025 08:00
URI:	https://tesi.luiss.it/id/eprint/41937

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