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- Creators: Dean, W.P. Carey School of Business
Description
South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used in the arts and culture industry to drive global awareness and interest in K-Pop. In order to achieve that goal, I created HellotoHallyu.com, a website designed for an audience of Millennials and Generation Z English speakers to increase their awareness of the growth and impact of the Korean Wave in a fun and engaging way. So those who may hear a song by K-Pop idol group BTS on a music awards show in the U.S. can get themselves up-to-speed before diving into the fast-paced world of K-culture gossip sites and forums. Hello to Hallyu delivers consumer-friendly, educational content easily understood by English speakers with no prior knowledge of Korean culture, while still piquing the interest of K-pop connoisseurs. It provides the background necessary for even the most dedicated fans to glean new knowledge of Korea's cultural industry and a new perspective on the content they consume. Hello to Hallyu is based on a combination of secondary and primary research conducted over four semesters beginning Spring 2017 and continuing through Spring 2018. This project is set up as an ever-expanding resource freely available to anyone with internet access. The research required to maintain the site will continue with the Wave. However, the content currently on the site is evergreen, a documentation of the history of the Wave as explained in peer-reviewed articles and by Dr. Ingyu Oh as well as a documentation of my personal experience with Hallyu while in Korea and as a Westerner living in the U.S. The site's goal is to demonstrate the marketing and communications strategies used in the industry to drive global awareness and interest. Through this means, Hello to Hallyu aims to provide fully developed multimedia content intended to increase English speakers' awareness of the growth and impact of the Korean Wave as shown through site visits, content views, and audience engagement.
ContributorsTravis, Lisa Anne (Author) / Hass, Mark (Thesis director) / Shewell, Justin (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The first thought that comes to mind for most people when they hear of improvisation is most likely the memory of a funny performance seen on television shows such as Who’s Line is it Anyway? or perhaps the opportunity to be an audience member for a live improv troupe performance. In either of these settings, improvisation can be hilarious, dramatic and entertaining and it makes you wonder how people could possibly be making these scenes up on the spot. Unfortunately, not everyone has first-hand experience with the creative, team-building “magic” of improvisation games and exercises. Watching professional improvisation perform can be intimidating to an observer who hopes to one day be an improvisor themselves. Because of this, the immense benefits that improvisation can have within a professional workplace are often overlooked or ignored. I, myself, never had any experience with improvisation or being on stage until the second semester of my sophomore year when I made the choice to try out for ASU comedy.
ContributorsRussell, Anna (Author) / Soares, Rebecca (Thesis director) / Gneiting, Gary (Committee member) / College of Integrative Sciences and Arts (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of Art (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
A guide to implementing empathy in crisis communications
ContributorsLong, Mary Louise (Author) / Schmidtke, Lisa (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
DescriptionOur thesis dives deeper into the rise of machine learning and how digital advertising can find target audiences to share independent artists music in a more efficient way. Our goal is to show how effective these tactics are for independent artists looking to start their career in the music industry.
ContributorsPatrick, Angela Rose (Co-author) / Fees, Max (Co-author) / Kinerk, Cole (Co-author) / Hass, Mark (Thesis director) / Patrick, Brad (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
Artistic expression can be made more accessible through the use of technological interfaces such as auditory analysis, generative artificial intelligence models, and simplification of complicated systems, providing a way for human driven creativity to serve as an input that allow users to creatively express themselves. Studies and testing were done with industry standard performance technology and protocols to create an accessible interface for creative expression. Artificial intelligence models were created to generate art based on simple text inputs. Users were then invited to display their creativity using the software, and a comprehensive performance showcased the potential of the system for artistic expression.
ContributorsPardhe, Joshua (Author) / Lim, Kang Yi (Co-author) / Meuth, Ryan (Thesis director) / Brian, Jennifer (Committee member) / Hermann, Kristen (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Computer Science and Engineering Program (Contributor)
Created2022-05
Description
Today’s consumers desire brands that are purpose-driven, stand for something bigger than the products they sell, and leave a lasting impact on their customers and community. Using this idea of brand meaningfulness as part of the larger concept of brand purpose, “The Importance of Brand Meaningfulness: An Analysis of the American Girl Brand” questions whether a brand perceived as meaningful to consumers is actually a meaningful brand and identifies what it should be doing to become a meaningful brand. This thesis analyzes the concept and effectiveness of brand meaningfulness through an analysis of the American Girl brand, a brand that is personally meaningful to the thesis author, among many other consumers. Using data from over 200 survey respondents and 7 interpersonal interviews, an observational analysis, and insight from personal experiences working for the brand, this thesis provides recommendations to increase brand meaningfulness, complete with visual prototypes.
ContributorsAleksa, Katelyn (Author) / Gray, Nancy (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05