What’s the next pivot for Marketing teams? Understanding the rise of virtual content in advertising and its impact on perception, trust and brand attitudes
Carlsen, Nicoline Nygard (A.A. 2024/2025) What’s the next pivot for Marketing teams? Understanding the rise of virtual content in advertising and its impact on perception, trust and brand attitudes. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 92. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. Introduction to AI in advertising. Consumer trust & authenticity in AI-driven branding. Ethical and social concerns in AI-generated content. Identified research gaps & contribution. Conceptual framework. Understanding the phenomenon of AI in branding. Defining anthropomorphized AI in brand communication. Post-human theory and the logic of simulation. Prompt engineering as cultural encoding. Platform culture and synthetic persona design. Conceptual dimensions for analysis. Methodology and case study. Justification for a qualitative semiotic approach. Research design and methodology. Semiotic analysis framework. Semiotic decomposition: case studies. Data collection procedures. Interview design and thematic analysis. Interview results and discussion. Plastic semiotics: chromatic and eidetic dimensions.
References
Bibliografia: pp. 82-89.
| 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: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 08 Jan 2026 13:28 |
| Last Modified: | 08 Jan 2026 13:28 |
| URI: | https://tesi.luiss.it/id/eprint/44625 |
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