Mastropietro, Sara (A.A. 2021/2022) Take away your take away: exploring brand’s power to spark pro-environmental behaviours through a semiotic analysis of McDonald’s anti-littering campaign. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 177. [Master's Degree Thesis]

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Abstract/Index

Brand activism: business as a force for good. The evolution of brand activism in the “values-driven era”. The forces behind brand activism and its potential consequences for brands. Brand activism strategy. The dark side of brand activism: regressive activism. The six domains of brand activism. Environmental activism. Acting to save the planet: an urgent imperative for brands. Patagonia: a benchmark for environmental activism and sustainability advocacy. The antecedents of sustainable consumer behaviours: eco-warriors vs eco-worries. Environmental activism as a marketing gimmick: the phenomenon of greenwashing. The renegotiation of pro-environmental discourses between consumers and brands. "Take away your take away": McDonald’s Norway anti-littering campaign. Research design: the brand audit of McDonald’s. “Take away your take away”: a semiotic analysis of McDonald’s anti-littering campaign.

References

Bibliografia: pp. 114-126. Sitografia: pp. 127-128.

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:	2021/2022
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	14 Sep 2023 09:46
Last Modified:	14 Sep 2023 09:46
URI:	https://tesi.luiss.it/id/eprint/36446

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