Filtering by
- All Subjects: Women
- Creators: School of Social Transformation
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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.
In the last decade, California’s imprisoned population of women has increased by nearly 400% (Chesney-Lind, 2012). The focus of this thesis is to discuss the treatment—or lack thereof—of women within California’s criminal justice system and sentencing laws. By exploring its historical approach to two criminal actions related to women, the Three Strikes law (including non-violent drug crimes) and the absence of laws accounting for experiences of female victims of domestic violence who killed their abusers, I explore how California’s criminal code has marginalized women, and present a summary of the adverse effects brought about by the gender invisibility that is endemic within sentencing policies and practice. I also discuss recent attempted and successful reforms related to these issues, which evidence a shift toward social dialogue on sentencing aiming to address gender inequity in the sentencing code. These reforms were the result of activism; organizations, academics and individuals successfully raised awareness regarding excessive and undue sentencing of women and compelled action by the legislature.
By method of a feminist analysis of these histories, I explore these two pertinent issues in California; both are related to women who, under harsh sentencing laws, were incarcerated under the state’s male-focused legislation. Responses to the inequalities found in these laws included attempts toward both visibility for women and reform related to sentencing. I analyze the ontology of sentencing reform as it relates to activism in order to discuss the implications of further criminal code legislation, as well as the implications of the 2012 reforms in practice. Through the paper, I focus upon how women have become a target of arrest and long sentences not because they are strategically arrested to equalize their representation behind bars, but because the “tough on crime” framework in the criminal code cast a wide and fixed net that incarcerated increasingly more women following the codification of both mandatory minimums and a male-oriented approach to sentencing (Chesney-Lind et. al, 2012).
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.
This report attempts to understand the effects of the many aspects that pertain to a woman’s path into the construction industry and their role in limiting women’s overall representation in the construction industry. More specifically, it aims to understand how upbringing, background, and culture impact women that do pursue careers in the construction industry. This paper presents some of the current and prominent issues being faced by women in in the construction industry, including those in the trades. These issues then contribute to their lack of representation and forceful exit. Additionally, it assesses personal narratives from a localized group of women who are currently employed at a large construction company. This information and these narratives are analyzed jointly to try and gain a better understanding of the current challenges being faced by women in comparison to those reported previously. This joint comparison allows for a deeper understanding of women’s perception of the construction industry as a whole.