Rossi, Roberta (A.A. 2024/2025) Branding and AI: the creative challenge between reality and hyperreality. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 120. [Master's Degree Thesis]

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Abstract/Index

The rise of AI. The phenomenon: definition of AI. The role of creativity in an algorithmic culture. AI and bias. The application of AI in the advertising field. How much AI is too much? Bridging creativity and hyperreality. Theoretical framework and research question. “simulacra and simulation”: the definition of hyperreality according to Baudrillard. AI as a tool for the creation of new realms. The evolution of advertising: from reflecting social codes to the genesis of hyperreal marketing. Exploring the human perspective: consumer trust and scepticism in the age of AI. Introducing the research question: “Does AI-driven advertising foster perceptions of authenticity and relatability among consumers, or does it instead exacerbate the confusion and instability characteristic of hyperreality?”. Mapping the BMW brandscape: BMW X Lil Miquela and the “make it real” campaign. Methodological framework. BMW’s cultural brandscape. The culture sweep. Decoding the data. Make it real–the first-ever BMW iX2 × Lil Miquela sentiment analysis on Nvivo.

References

Bibliografia: pp. 110-117. Sitografia: pp. 118-119.

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:	Serafini, Ludovica
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	19 Mar 2026 08:45
Last Modified:	19 Mar 2026 08:45
URI:	https://tesi.luiss.it/id/eprint/45183

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