Filtering by
- All Subjects: Mental Health
- Creators: School of Social Transformation
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Keywords: Von Willebrand disease, women’s health, sexual health, mental health, reproductive health, phenomenology, and stigma
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
This study examines how a 2013 Arizona law on shared parenting would affect living arrangements, and thus mental health measures. There were two hypotheses. According to the Law Change Hypothesis, it was hypothesized that parenting time in Arizona would be more equal following the 2013 Arizona law change while there would be no change in parenting time in other states following the 2013 Arizona law change. It was further hypothesized that child mental health would be better after the law change in Arizona with no change being seen in other states. Results of this study were almost completely inconsistent with the hypothesis. According to the Law Reflect Hypothesis, the law is actually reflecting the behavior of the community and their thoughts on equal parenting time becoming more favorable, and therefore a change towards more equal parenting time would be found prior to 2013 in Arizona with no change seen in other states. Furthermore, as the Arizona community’s behavior changed, child mental health would be better with no change being seen in other states. Regressions found that a small change toward more equal parenting and closeness with father was prior to 2013 for Arizona students, compared to out-of-state students, although it did not find that the year of divorce resulted in less anxiety, stress, and depression. This partially agrees with past research that the 2013 law is working as intended, even if it started working earlier than we thought. This does not agree with previous research stating there is a connection between equal parenting and better mental health. This is important because this study questions the efficacy of an important and controversial policy. If future studies are consistent with this one, the effectiveness of the Arizona 2013 law change on mental health will need to be further evaluated.
The United States houses only five percent of the world’s population but over 20% of its prison population. There has been a dramatic increase in carceral numbers over the last several decades with much of this population being people with mental illness designations. Many scholars attribute this phenomenon to the process of deinstitutionalization, in which mental health institutions in the U.S. were shut down in the 1950s and ‘60s. However, disability scholar Liat Ben-Moshe argues that this is a dangerous oversimplification that fails to credit the deinstitutionalization movement as an abolitionist movement and to take into account shifting demographics between institutions and prisons/jails. This study considers how mass incarceration in the U.S. stems from a trend of isolating and punishing BIPOC and people with disabilities at disproportionate rates as it explores lived experiences at the intersection of mental health and incarceration. Findings inform an abolitionist agenda by highlighting the near impossibility of rehabilitation and treatment in an inherently traumatizing space.
The United States houses only five percent of the world’s population but over 20% of its prison population. There has been a dramatic increase in carceral numbers over the last several decades with much of this population being people with mental illness designations. Many scholars attribute this phenomenon to the process of deinstitutionalization, in which mental health institutions in the U.S. were shut down in the 1950s and ‘60s. However, disability scholar Liat Ben-Moshe argues that this is a dangerous oversimplification that fails to credit the deinstitutionalization movement as an abolitionist movement and to take into account shifting demographics between institutions and prisons/jails. This study considers how mass incarceration in the U.S. stems from a trend of isolating and punishing BIPOC and people with disabilities at disproportionate rates as it explores lived experiences at the intersection of mental health and incarceration. Findings inform an abolitionist agenda by highlighting the near impossibility of rehabilitation and treatment in an inherently traumatizing space.
For this thesis, I analyzed the discourse and content of Proposition 22, a California law which defined all workers utilizing gig-based apps to sell services as independent contractors meaning they were not legally entitled to certain protections such as minimum wage. The law was overturned in court in 2020, however, the advertisements in favor of and discourse behind the law has had a continued impact on all workers. Because of this it is important to examine and conceptualize the ideologies behind the law in order to understand how it was able to pass in a state which tends to vote in favor of increasing employee rights and regulation of industries. To do so, I utilized two methods of analysis, a discourse analysis of legal documents and a content analysis of advertisements. The former revolves around analyzing the discourse and ideologies around two versions of the legislation which were shown to the public, while the latter analysis categorizes and examines the implications of various advertisements utilized by companies to support the proposition. Ultimately, gig companies created an effective campaign that was able to repackage neoliberal deregulation for the general public while actively misrepresenting information around the law leading to long lasting effects that continue to harm workers while lining the pockets of investors despite its overturning.