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- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The depiction of mental illness, schizophrenia in particular, within film is a unique phenomenon that film directors have decided to undertake more so in the last 20 years than ever before in cinematic history (Wedding & Niemic, 2014; Robinson, 2004; Gabbard & Gabbard, 1999; Wahl, 1997). Countless filmmakers have taken on the challenge of depicting this complex, yet degenerative condition that entails auditory and visual hallucinations, disorganized thought and speech, and delusions. Its portrayals are usually exaggerated and romanticized, and convey a sense of separate "Otherness" with those who have a mental disorder. And while filmmakers try to encapsulate the schizophrenic experience, it is not without psychiatric error and regarding the person who has schizophrenia as a spectacle. This unfair and ostracizing view of people who have schizophrenia is fueled by films like A Beautiful Mind and The Shining where the film either creates impossibly high standards for schizophrenics to perform at, or the film paints the character as a violent savage. In either case, the end result is the marking and, usually, denouncement of the schizophrenic for their illness. What filmmakers tend to overlook is how much the public learns from the cinematic portrayals of these disorders, and that their films are contributing to an overarching issue of public presumptions of actual schizophrenia and how it is perceived. While the Hollywood approach offers a depiction that is usually more tangible and enjoyable for masses of audiences, spectators should recognize that these are artistic interpretations that take liberties in their depictions of schizophrenia. Viewing these films with an objective mindset to better understand the inner workings of schizophrenia is absolutely crucial in arriving anything close to the truth behind this mental illness that has been demonized long enough.
ContributorsFraga, Nicholas Andrew (Author) / Miller, April (Thesis director) / Cavanaugh Toft, Carolyn (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / Department of English (Contributor)
Created2015-05
DescriptionA comprehensive look at the roles and responsibilities of producers in contemporary Hollywood. The experience I have as an Associate Producer on a current project is also chronicled while the ups and downs of film production are explored.
ContributorsGalen, Adam (Author) / Sandler, Kevin (Thesis director) / Green, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Marketing (Contributor) / Department of English (Contributor)
Created2014-05
Description
The purpose of this thesis will be to outline the different tactics involving social and digital media that film studios currently use to market their films. Before that is done, a brief history will be provided about the ways the film industry has promoted itself in the past, as well as a brief history of the development of social media. After the history is provided, the marketing tactics that studios use that involve digital and social media will be listed and explained. In addition to discussing the tactics used by studios, there will also be a discussion of the shifts that have occurred in the marketing of films at a strategic level. After the explanation of all the tactics mentioned, there will be an analysis of the ways two major Hollywood blockbusters, The Hunger Games and Gravity, used some of those tactics to promote themselves. Through all these sections, the reader will be able to comprehend how big of an impact social media has made on the film industry and understand exactly how it is used to promote films.
ContributorsRamirez, Alvaro R (Author) / Gruber, Diane (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
Currently the Chinese marketplace is very much influenced by its economic, demographic, political, technological, and sociocultural trends. The Chinese population is aging, and the gender ratio is being tipped to favor the male population. Also, the urbanization of rural parts of China has lead to a rising middle class with higher inclinations to spend their income. Along with these changes, China has fully embraced technological innovation, from mobile payments to sharing economies, to allowing social media access to almost all functions of daily life. The Chinese film market used to consist of mainly government-produced domestic films, but since the the first insurgence of foreign imports, China’s desire for Hollywood films has sparked and grown immensely.
However, while the general public has a high demand for foreign films, the key player in exporting a film and distributing it into China is the Chinese government and related censorship bodies. Since China is a widely untapped marketplace for foreign filmmakers, it makes sense to enter, and there are three ways a film can do so: a flat-fee export, the revenue sharing, and the co-production model. The flat-fee export model entails a straight export into China, including only a flat price, no sales revenue. The revenue-sharing model is the desired choice for big-budget studios since they get a percentage of the ticket sales in China, but there are only a select few spots that are filled each year. The co-production model is when an American film studio partners with a Chinese production company and they create a film together. This model allows the film be considered domestic, but comes with many stipulations regarding Chinese presence and influence in the film.
For an independent film company looking to expand in the most lucrative international market, the best way to effectively create, market, and distribute a movie in China is to first craft a broad, unique, and attainable mission statement. Once the goals of the company are created, then key factors for success are choosing the best method of entry into the marketplace while adeptly taking the government influence into consideration, hiring locals who have previous experience in the Chinese film industry and have a deep understanding of Chinese history, culture, and the current social trends, and taking advantage of all the avenues that are available to market and distribute the film. Overall, the best options for a small independent film company in America would be to create an animated feature with two versions, or a live-action film featuring prominent Chinese actors. These are the most feasible under the flat-fee model for those with a limited financial budget, or a co-production approach for those interested in a more long-term investment plan with China.
Overall, there are many moving parts and aspects to consider when entering the Chinese movie marketplace, and this research and suggestions are geared towards making sure that if going to China is possibility, then this information provides the best tools and resources to ensure that venture is a success.
However, while the general public has a high demand for foreign films, the key player in exporting a film and distributing it into China is the Chinese government and related censorship bodies. Since China is a widely untapped marketplace for foreign filmmakers, it makes sense to enter, and there are three ways a film can do so: a flat-fee export, the revenue sharing, and the co-production model. The flat-fee export model entails a straight export into China, including only a flat price, no sales revenue. The revenue-sharing model is the desired choice for big-budget studios since they get a percentage of the ticket sales in China, but there are only a select few spots that are filled each year. The co-production model is when an American film studio partners with a Chinese production company and they create a film together. This model allows the film be considered domestic, but comes with many stipulations regarding Chinese presence and influence in the film.
For an independent film company looking to expand in the most lucrative international market, the best way to effectively create, market, and distribute a movie in China is to first craft a broad, unique, and attainable mission statement. Once the goals of the company are created, then key factors for success are choosing the best method of entry into the marketplace while adeptly taking the government influence into consideration, hiring locals who have previous experience in the Chinese film industry and have a deep understanding of Chinese history, culture, and the current social trends, and taking advantage of all the avenues that are available to market and distribute the film. Overall, the best options for a small independent film company in America would be to create an animated feature with two versions, or a live-action film featuring prominent Chinese actors. These are the most feasible under the flat-fee model for those with a limited financial budget, or a co-production approach for those interested in a more long-term investment plan with China.
Overall, there are many moving parts and aspects to consider when entering the Chinese movie marketplace, and this research and suggestions are geared towards making sure that if going to China is possibility, then this information provides the best tools and resources to ensure that venture is a success.
ContributorsCrozier, Julianna (Author) / Eaton, Kate (Thesis director) / Schlater, John (Committee member) / School of International Letters and Cultures (Contributor) / School of Art (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In the Film and Media industries, it seems like it is completely male dominated both on and off the screen. With movements like Me Too and See Her it is important now, more than ever to make a change in the film industry. These movements have been great sparks to create changes in the field which lead to having more representation of women both on and off the screen and in film, tv and media. In my personal experience, when you are a woman on a film set it feels like you can get incredibly overshadowed or if you try to stand up for an idea you could be called bossy. A female mindset on a set, in major positions, seems like it can only be a good thing. Whether that is true or not there have been so few experiences and records of how an all-female set is ran. There is lot of fear that goes into running a set. Many women feel like they cannot handle the environment of a film set because of a certain stigma and stereotype of women in powerful positions. Women, while not always true, can be more understanding when difficult circumstances arise. The gender bias for larger film crews is almost 75 % male, this is a statistic that needs to change soon. It is important to teach the new generation that women in powerful creative roles in film is a normal occurrence and the only way we can get there is being more conscious about who is on our sets.
ContributorsSmith, Mallory Keller (Author) / Scott, Jason (Thesis director) / Lunde, Julia (Committee member) / School of Film, Dance and Theatre (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
Since the Acquired Immune Deficiency Syndrome (AIDS) crisis began in the early 1980s, there has been a significant amount of stigma attached to the disease and the virus that causes it, Human Immunodeficiency Virus (HIV). At the time, HIV/AIDS was viewed as a death sentence. A large part of the stigma came from the fact that in the early days of the crisis, AIDS patients were predominantly part of the LGBTQ+ community. With the discovery of effective antiretroviral therapies, today HIV can be thought of as a preventable, yet manageable, chronic illness, although it remains a huge public health concern (About HIV/AIDS, 2018). While the virus is now rarely viewed as a death sentence, there is still considerable stigma that surrounds people living with HIV/AIDS (PLWHA). Research shows that the shows and movies people watch can affect their attitudes on a variety of issues, and HIV is no exception. Because HIV is such a big threat to public health, and because people often adopt views they see in media, analyzing the ways shows and movies portray PLWHA is an important aspect in understanding where stigma surrounding HIV/AIDS comes from. The writers behind today's HIV+ characters on television and in movies all seemingly made an effort to decrease stigma, but they went about it in different ways, and with varying amounts of success. A common method to dispel stigma was to use the entertainment-education method (Singhal & Rogers, 1999), which in these cases means characters had discussions about topics like safe sex, Pre-Exposure Prophylaxis (PrEP), and the importance of getting tested. A few shows showed serodiscordant couples, which was also effective at fighting stigma. In contrast, by trying to be representative of PLWHA, some shows actually contributed to the stereotypes behind the stigma, or had characters be openly stigmatizing towards PLWHA. After analyzing what I found the shows and movies did well and what they did poorly, I'll analyze why it is important that shows maintained historical accuracy, and how doing so appeared to fight the stigma associated with HIV/AIDS. I will also evaluate what's missing \u2014 such as which high-risk groups are not represented. Ultimately, this thesis will argue that shows and movies made in the last 12 years all aimed to decrease stigma, through a variety of techniques.
ContributorsEvans, Celia Grace (Author) / Hurlbut, Ben (Thesis director) / Berkel, Cady (Committee member) / Blattman, Joseph (Committee member) / School of Life Sciences (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
This paper will analyze the two films Mississippi Burning and BlacKkKlansman, as well as some of the historical contexts surrounding them, in order to unpack the various aspects of police brutality, protest culture, and ideals of reform shown within. Furthermore, it will investigate the impact of diverging from history on the perception of policing units, and the importance of more accurate narratives like BlacKkKlansman in popular culture. <br/> To find evidence that BlacKkKlansman is a much more accurate narrative regarding law enforcement and the effects that sentiments seen in Mississippi Burning have on modern day events, a comprehensive research analysis was conducted. Both films were watched multiple times and analyzed thoroughly, and further research was done to understand not only the narrative elements of the plot, but how the visual aspects strengthen the arguments both films try to make. Scholarly articles on contexts surrounding the subjects of the film were also analyzed, including topics on the FBI, Martin Luther King Jr, and police brutality. Through this, it became evident that Mississippi Burning overlooked most of the reality of the events the film is loosely based upon in order to present a white savior story, whereas BlacKkKlansman addresses the existing prejudices head on while also showing the relation the events have to a more modern context, specifically surrounding the Trump administration.
ContributorsDistler, Emily Suzanne (Author) / Foy, Joseph (Thesis director) / Miller, April (Committee member) / Department of Marketing (Contributor) / Department of English (Contributor) / The Sidney Poitier New American Film School (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
The motion picture and television industry is more than just lights, camera, and action. This $2 trillion dollar industry would not be able to function without the business behind the camera. Everything from content distribution, media sales, marketing, accounting, and finance goes into the creation and success of a television show and movie. At Arizona State University, there are currently not enough resources for students pursuing the business behind the motion picture and television industry. With in-depth knowledge and research of the industry, we will provide background on the industry as a whole and then a structured business degree that will be integrated within the W. P. Carey school of business.
ContributorsJenq, Natalie (Author) / Daniels, Tessa (Co-author) / Ostrom, Amy (Thesis director) / Blum, Nita (Committee member) / Barrett, The Honors College (Contributor) / The Sidney Poitier New American Film School (Contributor) / Department of Information Systems (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description
Horror films are typically comprised of three specific features: jump scares, gore, and suspense shots of a shadowy figure creeping up on an unaware victim. These three elements are some of the hallmarks of what defines the horror genre as they are methods that have proven successful in eliciting a bodily response within audience members, which is crucial to a horror movie being considered successful. However, these elements are also very polarizing. Individuals that enjoy horror often like these three things, while those who don’t appreciate the genre often cite over the top gore, distain for jump scares, and the anxiety that accompanies those suspenseful shots as primary reasons for avoiding horror. Due to the fact that those spectators who like horror tend to be in the minority, horror tends to have a very weak crossover appeal, thus limiting the audience interest while also being very unpopular among critics as well.
Interestingly, three recent horror films have achieved both critical acclaim and popularity among all audiences, horror and non-horror fans alike. Get Out, A Quiet Place, and It Follows are all noticeably lacking in the three features that commonly make a horror film “successful”, and yet it would be difficult to argue that they aren't successful horror films given that they have received critical acclaim, impressive box office returns, and have a strong crossover appeal. Therefore, they must use alternative methods to achieve the bodily response of fear that is necessary to be successful in the genre. I argue that these films put the audience member in a position that mirrors what Forced Lacanian Hysteric Neurosis and that this positioning produces the bodily response that is necessary for a horror movie to be successful. This manifestation has the additional benefit of allowing those spectators who do not like the fundamental aspects of horror (jump scares, gore, and suspenseful shots) to find the pleasure of horror without experiencing on-screen events that might cause them notable distress.
Interestingly, three recent horror films have achieved both critical acclaim and popularity among all audiences, horror and non-horror fans alike. Get Out, A Quiet Place, and It Follows are all noticeably lacking in the three features that commonly make a horror film “successful”, and yet it would be difficult to argue that they aren't successful horror films given that they have received critical acclaim, impressive box office returns, and have a strong crossover appeal. Therefore, they must use alternative methods to achieve the bodily response of fear that is necessary to be successful in the genre. I argue that these films put the audience member in a position that mirrors what Forced Lacanian Hysteric Neurosis and that this positioning produces the bodily response that is necessary for a horror movie to be successful. This manifestation has the additional benefit of allowing those spectators who do not like the fundamental aspects of horror (jump scares, gore, and suspenseful shots) to find the pleasure of horror without experiencing on-screen events that might cause them notable distress.
ContributorsStevens, Summer Charis (Author) / Mack, Robert (Thesis director) / Miller, April (Committee member) / Department of Psychology (Contributor) / Department of Economics (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05