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This study investigates the uses of English in advertising in Brazil and the attitudes of Brazilians towards the use of different difficulty levels of English in advertising. Using a two part, mixed-methods approach, drawing from quantitative and qualitative methods, I utilized a corpus study to examine English uses in Brazilian

This study investigates the uses of English in advertising in Brazil and the attitudes of Brazilians towards the use of different difficulty levels of English in advertising. Using a two part, mixed-methods approach, drawing from quantitative and qualitative methods, I utilized a corpus study to examine English uses in Brazilian magazines and a survey to investigate the difficulty of English slogans as a determinant for people's attitudes towards English in advertising. For the first part, three major Brazilian news magazines, Veja, Época, and ISTOÉ were used. From three issues of each magazine, results showed that 57% of the advertisements in all nine magazines contained English in different parts of the advertisements, with most occurrences in the product name, followed by the body copy, headline, subheadline, and slogan. English was used to advertise a number of different product types, but was especially used for advertising cars, electronics, events, and banks. It was also found that the majority of English was used for its symbolic representations of modernity, prestige, globalization, and reliability. Using a survey for the second part of the study, I investigated how Brazilian participants judged four advertisements that featured English slogans that were comparable to slogans judged to be easy or difficult to understand in a similar study conducted by Hornikx, van Meurs, and de Boer (2010). Participants were offered attitudinal choices to mark off on a 4-point Likert scale, where they indicated their attitudes towards the English slogans provided. They were also asked to determine if they understood the slogans and to translate them to indicate their actual understanding of the slogans. Participants showed more positive attitudes towards the uses of English than negative attitudes. The survey provided evidence that with the very low numbers of correctly translated slogans, many participants believed they understood the slogans, which could prove to be more of an indicator of positive attitudes than their actual understanding of the slogans. This project provides an example from one Expanding Circle context touched by the far-reaching influences of World Englishes.
ContributorsMontes, Amanda Lira Gordenstein (Author) / Friedrich, Patricia M (Thesis advisor) / Matsuda, Aya (Committee member) / Lafford, Barbara (Committee member) / Anokye, Akua Duku (Committee member) / Arizona State University (Publisher)
Created2014
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Advertisements intend to persuade the reader to invest money or time in a product or service. Newspapers contain advertisements that are space-limited, thus necessitating a concise and convincing message that will influence readers. Nord (2008) analyzed conative function (Jakobson 1960) as a persuasive tool in a corpus of Spanish, English,

Advertisements intend to persuade the reader to invest money or time in a product or service. Newspapers contain advertisements that are space-limited, thus necessitating a concise and convincing message that will influence readers. Nord (2008) analyzed conative function (Jakobson 1960) as a persuasive tool in a corpus of Spanish, English, and German advertising texts. A portion of Nord's study focused on sender attitude indicators directed at addressees as a key element of conative function, and analyzed address forms among several attitude indicators found in print advertisements. The current study analyzed 604 Spanish newspaper advertisements in Arizona and Florida, focusing on possible independent factors related to the probability of the occurrence of various address forms. These factors included: the type of product being advertized and its cost, the nature of the advertisement, the location of the advertisement in the newspaper (main section, sports, etc.), intended audience (including age and sex), geographic region of the newspaper, and each newspaper as compared to others. These variables were categorized and statistically analyzed using a quantitative design. The study provided results indicating a strong statistical relationship between the presence of address forms and product type, a moderate relationship with audience age, and a mild relationship with product cost. Various similarities and differences were also found when comparing the data geographically.
ContributorsBorba, Andrew (Author) / Cerron-Palomino, Alvaro (Thesis advisor) / Lafford, Barbara (Committee member) / Shepherd, Michael (Committee member) / Arizona State University (Publisher)
Created2012
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This thesis aims to analyze and explain the resurgence of the superhero genre, particularly in recent cinema, directly following the terrorist attacks on September 11, 2001. It will also deconstruct the current American political landscape and define how popular culture has historically reflected real-world issues. The study draws heavily on

This thesis aims to analyze and explain the resurgence of the superhero genre, particularly in recent cinema, directly following the terrorist attacks on September 11, 2001. It will also deconstruct the current American political landscape and define how popular culture has historically reflected real-world issues. The study draws heavily on the political ideology of neoliberalism and Henry Jenkins' media theory of convergence culture. I ultimately argue in the course of the analysis that viewers of these superhero films, regardless of their interest in comic books, cathartically release their fears and post-9/11 anxiety through cinematic escapism. It will also relay the evolution of the superhero in the last seventy years as a way to show the effects current events have on popular culture and history, using Captain America and Iron Man as examples of shifting American values.
ContributorsWalker, Lindsay Anne (Author) / Facinelli, Diane (Thesis director) / Himberg, Julia (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of English (Contributor)
Created2014-05
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The television industry has experienced major changes in the past decade that have affected our behaviors, expectations, and perceptions of the world. New services offer different methods of consuming media and shift the way the industry defines television. The following research reflects on past trends in television history and the

The television industry has experienced major changes in the past decade that have affected our behaviors, expectations, and perceptions of the world. New services offer different methods of consuming media and shift the way the industry defines television. The following research reflects on past trends in television history and the current landscape in order to understand how television will continue to evolve, adapt, or return to old practices as it reacts to audiences' needs. From the growth of binge-watching to the proliferation of connected devices and digital technologies, the television industry faces many new challenges and opportunities. Consumers have shifted from the post-network era of cable's dominance to the leading online, digital services that enhance consumers' desires to have television anywhere and everywhere. Although these changes threaten the industry's current advertising models, they also present new ways for networks to connect with quality audiences, and thereby, shape our identities and consumer culture. This study analyzes the influence of these changes and considers how the current state of the television industry may continue to change in the future.
ContributorsDorsey, Caitlin Renee (Author) / Himberg, Julia (Thesis director) / Haggins, Bambi (Committee member) / Department of English (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
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I've spent the last four-plus years in Arizona studying to earn a degree that hopefully will get me an interesting and well-paying job. Unfortunately, I'm not sure that my Filmmaking Practices degree will adequately describe what I've done with my time at Arizona State University. In addition to studying film,

I've spent the last four-plus years in Arizona studying to earn a degree that hopefully will get me an interesting and well-paying job. Unfortunately, I'm not sure that my Filmmaking Practices degree will adequately describe what I've done with my time at Arizona State University. In addition to studying film, I spent my first year in the Walter Cronkite School of Journalism and Mass Communication; I wrote for, acted in, and later directed and hosted the webshow Devil's Chowda for The State Press; I did marketing for companies including HBO and RAW Rolling Papers; I performed improv comedy every week with Barren Mind Improv for two semesters; I wrote and acted in Farce Side Comedy Hour sketch comedy this past semester. It is clear that my interests do not lie in one area \u2014 my education is mostly in film, my resume is mostly marketing, and my extra-curricular interests lie mostly in comedy. To best prepare myself for the job market post-graduation, I believe that I need an example of my work to show a prospective employer that I have knowledge beyond how a camera works and the films of Steven Spielberg. To do this, I have chosen to create two spec advertising campaigns for large companies: Heinz and Burger King. This allows me to use my knowledge in film, marketing, and comedy all at once. The Heinz campaign revolves around real-world experiences of children using their French fry as a utensil rather than a food item. The Burger King campaign is based around a limited-time offer to get an entry code into a contest for a bathtub full of chicken nuggets. Each campaign is fleshed out with video advertisement storyboards, audio advertisement scripts, print advertisement mock-ups, and social media hashtags and plans.
ContributorsMiller, Daniel Jordan (Author) / Haggins, Bambi (Thesis director) / Himberg, Julia (Committee member) / Barrett, The Honors College (Contributor)
Created2015-12
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An entire decade of films that emerged from the Hollywood system during the blockbuster era of the 1980s is often summed up as one marked by a “curious and disturbing phenomenon of children’s films conceived and marketed largely for adults — films that construct the adult spectator as a child,

An entire decade of films that emerged from the Hollywood system during the blockbuster era of the 1980s is often summed up as one marked by a “curious and disturbing phenomenon of children’s films conceived and marketed largely for adults — films that construct the adult spectator as a child, or, more precisely, as a childish adult, an adult who would like to be a child.” If it is possible, as film theorist Siegfried Kracauer proposed, that “in recording the visible world — whether current reality or an imaginary universe — films … provide clues to hidden mental processes,” what are we to deduce about the mental processes of the American public who would pay to sit in a movie theater and watch Raiders of the Lost Ark (1981) or Rambo: First Blood (1982) for multiple viewings? In addressing this questions it may be helpful to turn again to Krakauer, who reminds us that a box office “hit may cater only to one of many co-existing [mass] demands, and not even a very specific one,” and that even if one could draw conclusions about the “peculiar mentality of a nation” by analyzing the “pictorial and narrative motifs” of box office hits, this “by no means implies a fixed national character.” This is a key insight because it implies a diverse national character composed of mass demands that remain unmet by the “children’s films” produced for adults which remain emblematic of Hollywood during the 1980s. In this thesis, I argue that the mainstream Hollywood film Beverly Hills Cop contradicts this notion because it employs sophisticated strategies to work as resistance against the dominant American cultural ideologies of the mid-1980s. I briefly contextualize the film in its historical and cultural setting. Then, I analyze three narrative aspects of the film. First, I begin with the various interactions Eddie Murphy’s character Axel Foley has with several “gatekeepers” throughout the film. Next, I analyze a scene in which Foley is assaulted by Sgt. Taggart of the Beverly Hills Police Department. Finally, I analyze Foley’s relationships with the supporting characters Mikey and Jenny. Beverly Hills Cop is one of the most popular and successful American films of the 1980s. Its subversiveness suggests the possibility that a host of other popular films from the decade are similarly sophisticated. This points to the need for a reexamination of a decade of American cinema that has been cast as “children’s films conceived and marketed largely for adults.”

ContributorsEpps, Cale (Author) / Himberg, Julia (Thesis director) / O'Neill, Joseph (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor) / Division of Teacher Preparation (Contributor) / School of Human Evolution & Social Change (Contributor) / College of Integrative Sciences and Arts (Contributor)
Created2022-05
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Description
With the fast pace of globalization and the rise of encounters in digital spaces, CALL scholars have become increasingly interested in how digital tools mediate intercultural encounters. However, despite their evident success in connecting students from around the world, current online intercultural exchanges continue to present problems such a promotion

With the fast pace of globalization and the rise of encounters in digital spaces, CALL scholars have become increasingly interested in how digital tools mediate intercultural encounters. However, despite their evident success in connecting students from around the world, current online intercultural exchanges continue to present problems such a promotion of positive experiences over deep intercultural learning and lack of real-life value (O’ Dowd, 2018). In addition, digitally-mediated intercultural learning research is based on the same theoretical approaches to learning that guide CALL research (Firth & Wagner, 1997; Lafford, 2017). Although such frameworks are successful in allowing researchers to conceive of digital tools as mediators for human interaction, they have yet to embrace the potential of digital artifacts themselves as intercultural interlocutors. Aiming to address this gap in the research, this investigation used Atkinson’s (2010, 2014) sociocognitive approach to language learning to understand the role that digital tools have in intercultural learning. Also integrating Dervin’s (2011) liquid approach to interculturality—which focuses on understanding intercultural learning as a co-constructed process—the research questions that guided this investigation asked: (a) does film annotation mediate intercultural learning? and, (b) in what ways does film annotation mediate intercultural learning? In answering these questions, the study looked at the intercultural learning process of five advanced learners of Spanish, as they interacted with annotated film clips, and engaged in peer discussion around the themes of colonialism and coloniality presented in the film clips. Data were collected through pre and post-tests, video recordings of peer discussions, and screen recordings of participants’ interaction with the annotated film clips. Findings showed that film annotation allowed participants to notice, retrieve and take notes on important cultural information, which they later incorporated in discussion with peers. Based on this evidence, and aligned with the aforementioned theoretical frameworks, this investigation poses that intercultural learning is a fluid, iterative process. The study also suggests that digital artifacts—as well as human interlocutors—play an important role in enabling learning processes, therefore, the role of such artifacts should be studied more in depth.
ContributorsOcando Finol, Maria Virginia (Author) / Lafford, Barbara (Thesis advisor) / Cuya Gavilano, Lorena (Thesis advisor) / Smith, David B. (Committee member) / Cerron-Palomino, Alvaro (Committee member) / Arizona State University (Publisher)
Created2019