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- All Subjects: Marketing
- All Subjects: art
- Creators: Barrett, The Honors College
Description
‘why we bend' a Bachelor of Fine Arts honors thesis exhibition by Ximenna Hofsetz and Tiernan Warner brings together installation, digital, sculptural, and printed artwork. The main focus concerns memory; and its vague, formless, and hazy nature. The work also examines what would happen if cognitive space could be physically mapped? What would it look like in sculptural form? Memory erodes and distorts with time. We influence our memories as much as they affect us. Thus, just as relationships are ever-changing, and our memories of those we interact with constantly shifting, our relationships with our own memories are malleable and evolve through time. This transient nature of memory is depicted in the various stylistic means of this exhibition by referencing time and space as well as personal memories and ephemera in both concrete and abstract ways. ‘why we bend’ implements a variety of multimedia techniques to examine recollection and its hold on us.
ContributorsHofsetz, Ximenna Cedella (Author) / Gutierrez, Rogelio (Thesis director) / Hood, Mary (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor) / School of Art (Contributor)
Created2014-12
Description
Independent artists are thriving in the modern music industry, creating and branding their own music, and developing rich concentrations of fans. Indie artists are progressively securing positions within mainstream music while also upholding individuality. With technology advancements, to include self-recording technology, wearable devices, and mobile operating systems, independent artists are able to extend their reach to a variety of audiences. Social media platforms' progression has further catalyzed artists' capability of growth, as they have the capacity to personalize marketing content, develop loyal fan-bases, and engage directly with potential consumers. Artists are increasingly fabricating their own unique spaces in an industry that was formerly controlled by conventions. This thesis involves the production of a three-song extended play, and ascertains how to effectively capitalize on the wide array of modern marketing platforms.
ContributorsBerk, Ruth C (Author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Supply Chain Management (Contributor)
Created2015-05
Description
Language is powerful. The words we use define our perceptions. They label what we see and paint a picture for those with whom we are communicating. Words serve as heuristic when assigning value to an object, experience, or person. My thesis, Eye of the BeholdHer, focuses on the language used in American pop-culture to describe women. I comment on the dehumanization of women through the use of animal names used to describe personality, appearance, and genitalia, as well as the way the English language implies domestication and inferiority of women through the use of the certain words. Examples include, but are not limited to: bitch , chick, pussy, beaver, cougar, catty, heifer, old bat, mousy, foxy, and vixen. Eye of the Behold(her) reflects upon my observations and calls for social change. Eye of the BeholdHer is a call for action. It is time to make conscious word choices and realize the impact words have on shaping our society. It is time for us to empowHer through words.
ContributorsGibly, Sophia (Author) / Maxwell, Kathryn (Thesis director) / Ellsworth, Angela (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / School of Art (Contributor)
Created2014-05
Description
The Taglio Academy Marketing Plan is an honors thesis focusing on the information necessary to understand the current market and marketing strategies of Taglio Academy, a cosmetology school. The thesis is comprised of information representing the Current Marketing Situation; Target Market, Customer Analysis, and Positioning; Objectives and Issues; Marketing Strategy; Marketing Programs; Financial and Operational Plans; and Metrics and Implementation Control. These are all of the necessary components of an in-depth marketing plan to be used to communicate Taglio Academy's competitive advantage and positioning within the market. This information focuses on conveying the importance of bringing the Academy to the attention of target cosmetology students and target student-salon service clients.
ContributorsRough, Nicola Kalyn (Author) / Montoya, Detra (Thesis director) / LePine, Marcie (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Some of the most talented, innovative, and experimental artists are students, but they are often discouraged by the price of higher education and lack of scholarship or funding opportunities. Additionally, the art industry has become stagnant. Traditional brick-and-mortar galleries are not willing to represent young, unknown artists. Their overhead is simply too high for risky choices.
The Student Art Project is art patronage for the 21st century—a curated online gallery featuring exceptional student artists. The Student Art Project is a highly curated experience for buyers. Only five artists are featured each month. Buyers are not bombarded with thousands of different products and separate artists “shops”. They can read artists bios and find art they connect with.
Student artists apply through an online form. Once accepted to the program, artists receive a $200 materials stipend to create an exclusive collection of 5-10 pieces. Original artwork and limited edition prints are sold through our website. These collections can potentially fund an entire year of college tuition, a life-changing amount for many students.
Brick-and-mortar galleries typically take 40-60% of the retail price of artwork. The Student Art Project will only take 30%, which we will use to reinvest in future artists. Other art websites, like Etsy, require the artists to ship, invoice, and communicate with customers. For students, this means less time spent in the classroom and less time developing their craft. The Student Art Project handles all business functions for our artists, allowing them to concentrate on what really matters, their education.
The Student Art Project is art patronage for the 21st century—a curated online gallery featuring exceptional student artists. The Student Art Project is a highly curated experience for buyers. Only five artists are featured each month. Buyers are not bombarded with thousands of different products and separate artists “shops”. They can read artists bios and find art they connect with.
Student artists apply through an online form. Once accepted to the program, artists receive a $200 materials stipend to create an exclusive collection of 5-10 pieces. Original artwork and limited edition prints are sold through our website. These collections can potentially fund an entire year of college tuition, a life-changing amount for many students.
Brick-and-mortar galleries typically take 40-60% of the retail price of artwork. The Student Art Project will only take 30%, which we will use to reinvest in future artists. Other art websites, like Etsy, require the artists to ship, invoice, and communicate with customers. For students, this means less time spent in the classroom and less time developing their craft. The Student Art Project handles all business functions for our artists, allowing them to concentrate on what really matters, their education.
ContributorsDangler, Rebecca Leigh (Author) / Trujillo, Rhett (Thesis director) / Coleman, Sean (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Management (Contributor)
Created2015-05
Description
The Art of Extraction: ABSTRACT
Anthropocentric society faces a multiplicity of environmental challenges, catalyzed and perpetuated by urban-industrial culture. Many of today’s perspectives and sustainable strategies cannot accommodate the challenges’ inherent complexity. Because urban-industrial society is only projected to grow, both in enormity and influence, the only viable option is to elucidate the complexity and employ it.
A potential setting in which to frame this exploration is the intersection of urbanism, landscape, and ecology –an overlap first introduced by the theories of Landscape Urbanism and Ecological Urbanism. Here, urbanization is not just discussed as an isolated phenomenon but one that is embedded within and responding to a variety of systems and scales. The methodologies of Landscape Urbanism and Ecological Urbanism also acknowledge artists and the visual arts as invaluable tools for realizing, communicating, and inspiring the new perspectives and modes of intervention needed to address the aforementioned urban complexity. Such artists who operate within this realm include Sissel Tolaas, Maya Lin, Katrin Sigurdardottir, David Maisel, Olafur Eliason, Mierle Ukeles, Suzanne Lacy, Steve Rowell, Mel Chin, and the Center for Land Use Interpretation. Case study analyses reveal many of these artists begin their investigations with provocative, searching questions situated within the realms of urbanism, landscape, and ecology. This is proceeded by relative scientific research and/or community involvement or outreach. Furthermore, the artists work within and extrapolate from a variety of other disciplines —increasing the scope and applicability of their work. The information they collect via this multidisciplinary approach is then metaphorically translated to the visual arts, where the public can not only physically or sensorially experience it, but understand and deduce its meaning and significance: public awareness being one of the more essential aspects of a sustainable society and at the root of our current struggle.
As a designer and architect, I will engage the artist’s mindset to explore the current and complex issue of resource extraction within Superior, Arizona: a topic at the core of urbanism, landscape, and ecology. While the town is not considered "urban" by standard definition, it and its surrounding landscapes are indirectly sculpted by the needs of urban society —rendering it the setting for this application. Within a group, we will begin with a searching question. We will conduct relative scientific research, engage the community of Superior, and call upon a variety of other disciplines to aid and inform our work. Through metaphor, the research and resulting discoveries will be artistically represented and composed within a designed exhibition of hopeful “things” (See Bruno Latour, “From Realpolitik to Dingpolitik”). This exhibition will theoretically take place on Superior’s currently dilapidated Main Street, amid a more accessible sphere. The eventual goal of the project is to illuminate and understand the complexities of resource extraction, specifically within Superior, while also enabling public awareness and empowerment through lucidity and comprehension.
Anthropocentric society faces a multiplicity of environmental challenges, catalyzed and perpetuated by urban-industrial culture. Many of today’s perspectives and sustainable strategies cannot accommodate the challenges’ inherent complexity. Because urban-industrial society is only projected to grow, both in enormity and influence, the only viable option is to elucidate the complexity and employ it.
A potential setting in which to frame this exploration is the intersection of urbanism, landscape, and ecology –an overlap first introduced by the theories of Landscape Urbanism and Ecological Urbanism. Here, urbanization is not just discussed as an isolated phenomenon but one that is embedded within and responding to a variety of systems and scales. The methodologies of Landscape Urbanism and Ecological Urbanism also acknowledge artists and the visual arts as invaluable tools for realizing, communicating, and inspiring the new perspectives and modes of intervention needed to address the aforementioned urban complexity. Such artists who operate within this realm include Sissel Tolaas, Maya Lin, Katrin Sigurdardottir, David Maisel, Olafur Eliason, Mierle Ukeles, Suzanne Lacy, Steve Rowell, Mel Chin, and the Center for Land Use Interpretation. Case study analyses reveal many of these artists begin their investigations with provocative, searching questions situated within the realms of urbanism, landscape, and ecology. This is proceeded by relative scientific research and/or community involvement or outreach. Furthermore, the artists work within and extrapolate from a variety of other disciplines —increasing the scope and applicability of their work. The information they collect via this multidisciplinary approach is then metaphorically translated to the visual arts, where the public can not only physically or sensorially experience it, but understand and deduce its meaning and significance: public awareness being one of the more essential aspects of a sustainable society and at the root of our current struggle.
As a designer and architect, I will engage the artist’s mindset to explore the current and complex issue of resource extraction within Superior, Arizona: a topic at the core of urbanism, landscape, and ecology. While the town is not considered "urban" by standard definition, it and its surrounding landscapes are indirectly sculpted by the needs of urban society —rendering it the setting for this application. Within a group, we will begin with a searching question. We will conduct relative scientific research, engage the community of Superior, and call upon a variety of other disciplines to aid and inform our work. Through metaphor, the research and resulting discoveries will be artistically represented and composed within a designed exhibition of hopeful “things” (See Bruno Latour, “From Realpolitik to Dingpolitik”). This exhibition will theoretically take place on Superior’s currently dilapidated Main Street, amid a more accessible sphere. The eventual goal of the project is to illuminate and understand the complexities of resource extraction, specifically within Superior, while also enabling public awareness and empowerment through lucidity and comprehension.
ContributorsTwilling, Emilie Marie (Author) / Stayner, Christian (Thesis director) / Harris, Catherine (Committee member) / Barrett, The Honors College (Contributor) / School of Sustainability (Contributor) / The Design School (Contributor)
Created2015-05
Description
This thesis is an account and reading of the taking-place of revolutionary art in Cairo accentuating the affective power of revolutionary spaces, specifically Tahrir and Etehadeya Square(s). In analyzing Cairo's street art in terms of its affective force, this paper illustrates the interconnectivity of place, art and event within a revolutionary context. The understandings of Cairo reflected in this paper are temporal, brought to light by happenings of the revolution witnessed during two extended visits and discussed through ethnographic research, art and geographic analysis.
ContributorsFriend, Olivia Louise (Author) / McHugh, Kevin (Thesis director) / Graff, Sarah (Committee member) / Barrett, The Honors College (Contributor) / School of Geographical Sciences and Urban Planning (Contributor) / WPC Graduate Programs (Contributor) / School of Art (Contributor)
Created2015-05
Description
Luxury is a sector of all global industry that has been proven sustainable, having flourished during global economic successes and withstood hardships across numerous decades. Consumers are drawn to luxury, both the physical and perceived value that luxury products offer. Luxury champagne tastes better, luxury vehicles are higher performing and luxury fashion reflects the highest quality designs. The belief in superior product is what keeps luxury relevant. However, it is the brand identity created on behalf of the firm behind a luxury brand that remains the vital component to develop and maintain its top-tier status. Luxury fashion firms are synonymous with their brand, the persona and user experience created driving all facets of creative and business execution. While product name and perceived value are contributors to global success, the evolution and maintenance of such status relies upon the consistency of brand identity. To begin, I will identify a criterion that differentiates luxury fashion (mega-brands) from mass-market and commercial fashion, as well as outline the components that comprise a luxury brand identity. After a clear understanding of the meaning of luxury is established, I will layout the process of how a brand identity is consistently communicated through the business cycle, from the initial creation and design process to the end point of the final sale stage. To further enrich the learning established, I will apply the developed concepts in a dissection of the top five luxury fashion firms, Chanel, Dior, Louis Vuitton, Prada and Gucci. Analyzing each mega-brand, I will evaluate how the company's brand identity has evolved over the course of the firm's heritage and analyze the current brand creative direction (brand identity, ethics and aesthetics). Understanding the brand's persona and image, I will highlight the physical representation through brand codes and symbols to support the firm's positioning as a thriving luxury empire. Lastly, I will interpret the company's latest advertising campaign, deconstructing the application of brand identity as well as the contribution the campaign provides to supporting firm success. Ultimately, after gaining sufficient understanding of what a successful luxury firm is comprised of, I will identify the shortcomings identified within the last firm evaluated, Gucci. I will examine the branding failures of the current state of Gucci, analyzing what contributed to its fall from top luxury brand status. Additionally, I will provide details regarding what measures are currently being taken to regain its superior status as well as provide my own recommendation to the firm. In summation, through the process of understanding successful luxury branding practices, I hope to have enriched not only my understanding of brand identity but have gained the ability to develop my own point of view, to suggest a branding path and measures to be taken to steer Gucci back on a track.
ContributorsGil, Alexandria Southwick (Author) / Peck, Sidnee (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
GEICO Insurance offers a wide range of insurance options to consumers nationwide. The company has experienced exponential growth over the past 15 years largely due to their low rates, ease of purchase, online business model, and their industry-revolutionizing approach to advertising these competitive advantages. Operating primarily within the enormous Property and Casualty sector of the insurance industry, GEICO faces extremely high levels of competition from many well-resourced companies. The most dangerous of which have begun to respond to GEICO's humorous, charming, and often detached advertising strategy through the employment of one of two general strategies; either imitating and attempting to improve upon GEICO's brand image and advertising practices, or else attacking it, insinuating that a company with this appeal does not truly care about its customers or its services. As GEICO has already solidified their low price point and ease of purchase in the minds of consumers, a tactical shift in response to competitive actions is now optimal. To avoid being labeled as a "cut-rate" insurance provider who cares little about the safety or well-being of their clients, and provides them with low quality insurance products and services; the following integrated marketing campaign is proposed. Spearheaded by the slogan "As long as you have GEICO, Things are looking up.", this campaign will focus on raising awareness of the plethora of customer service programs and initiatives already offered by GEICO that are unknown to the general public. The humorous, lighthearted appeal will remain, but the focus on highlighting customer service benefits and the high quality associated with GEICO's product will serve to shift the public perception of GEICO. As a result of this campaign, GEICO will appeal to a broader segment of the market, retain customers for longer period of time, raise awareness of their helpful customer service products and services, and differentiate themselves from the competition.
ContributorsGood, David Gregory (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2015-05
Description
As millennials are growing and becoming the "the next big consumer market," understanding them is crucial (Paul, 2001; Kumar & Lim, 2008). This study will attempt to understand their processing of ads by observing the relationship between construal level theory and product type (i.e. hedonic vs. utilitarian). Construal Level theory suggests that individuals construe information at different abstract levels. High levels are characterized by abstract and general representation (e.g. thinking of moving as starting a new chapter of life) while low levels are characterized as including more concrete and contextual details (e.g. thinking of moving as packing boxes). Neither interaction nor main effect of product type was observed either as main effect or as interaction with construal level. However, a significant main effect of construal level was found showing that concrete and contextual (low construal level) information on advertisements makes them more effective and useful to millennials; influences purchase intentions more than ads construed in high construal levels; and, makes brands seem more credible, stable and truthful.
ContributorsSandoval, Daisy (Author) / Olsen, Douglas (Thesis director) / Hall, Deborah (Committee member) / Mirshak, Paul (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05