Matching Items (5)
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- All Subjects: China
- Creators: Ostrom, Amy
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
A new class of entrepreneurs is emerging in China, who are using a business model approach to solve societal problems. A small but growing niche of these so called "social entrepreneurs" is attempting to address long standing problems in the agricultural sector stemming from the three agricultural issues of farmers, agriculture and rural areas. In order to understand what social entrepreneurship means in the Chinese context, the motivations behind it, and the opportunities and problems related specifically to agricultural sector, interviews were conducted with social entrepreneurs, research institutes, and social fostering organizations in multiple tier-one cities in mainland China. Results show that the concept of social enterprise is comprehended in a very different way in the Chinese context relative to the general usage of the term in the literature. Social enterprises in the agricultural sector are divided into categories of Community Supported Agriculture-based organic farms, farmers' markets, food educators and city farmers. This is a growing group of entrepreneurs who could be better supported on the basis of resources and protection by the government, law and policy, universities, and a united producer and consumer front.
ContributorsGray, Christopher Stephan (Author) / Aggarwal, Rimjhim (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor)
Created2013-12
Description
Abstract
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.
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.
ContributorsBosmeny, Mackenzie Lauren (Author) / Ostrom, Amy (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
This piece highlights the Trump administration's history of diplomatic relations with states in East Asia (specifically North Korea (DPRK), South Korea (ROK), Japan, and China). The research in this essay primarily focuses on Trump's public attitudes towards these states during his presidential campaign, and seeks to establish if any negative statements towards East Asian states have affected social and diplomatic relations after Trump's inauguration. Overall, residents of Japan and South Korea had an overwhelmingly negative view of Trump during his campaign, primarily due to cultural differences and dissatisfaction with Trump's blunt, unpredictable demeanor which clashes with Japanese and Korean social norms. While public opinion of Trump was still low in mainland China, Trump's attitude is reminiscent of Mao Zedong's Cultural Revolution which serves as the societal and governmental framework of the modern People's Republic of China. Therefore, individuals living in China were more likely to be attracted to Trump's personality \u2014 this evident through the popularity of Trump "fan clubs" which gained popularity on Chinese social media websites during the American presidential campaign period. In terms of the bilateral relations between the U.S. and each East Asian state, Donald Trump's negative statements towards China, Japan, and South Korea during his campaign did not significantly impact diplomatic relations during his presidency. While Trump is vocally opposed to certain initiatives that are supported by these heads of state, he has demonstrated a willingness to discuss issues with these leaders. While this openness is not completely evident in U.S. \u2014 Southeast Asian relations, the leaders of Northeast Asia have set aside Trump's controversial campaign statements and have reciprocated his willingness to discuss important issues.
ContributorsGarvey, Lauren Agnes (Author) / Simon, Sheldon (Thesis director) / Ripley, Charles (Committee member) / School of Politics and Global Studies (Contributor) / School of Public Affairs (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Ascend is the premier non-profit professional association that enables its members, corporate partners and the community to realize the leadership potential of Pan-Asians in global corporations. Ascend at Arizona State University (ASU) was founded in March 2011 as a student affiliate of the national Ascend organization. There are four ultimate goals for this thesis: 1) to create an operations and transition guide for Ascend's future leadership; 2) to develop strategies and tactics to improve Ascend's operations; 3) to better establish and integrate Ascend within the W. P. Carey School of Business; and 4) to better understand and provide for the unique needs of international students within the W. P. Carey School of Business. An analysis of external trends at the W. P. Carey School of Business and ASU reveals that international students represent a rapidly growing demographic. Ascend, although successful during its first year of operations, must adapt in order to best provide for the unique needs of this demographic. At the same time, it must continue to service the needs of its overall target markets: 1) Asian students (both American-born and international) and 2) students seeking to work in Asia. In order to set the platform for the continued success of the organization moving forward, specific and measurable objectives, strategies, and tactics were developed. The organization's financial condition, executive board, committees, membership, student recruitment, events, support network, and mentor program were identified as the crucial elements that must be developed in order to ensure improvement in the organization moving forward. Finally, in order to ensure the continued integration of Ascend within the W. P. Carey School of Business, the business school can pursue strategies to better serve the unique needs of international students.
ContributorsAsztalos, Matthew J. (Co-author) / Chang, Haipei (Co-author) / Lam, Yu Hin "Jeffrey" (Co-author) / Ostrom, Amy (Thesis director) / Vinze, Ajay (Committee member) / Pino, Rudy (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / School of Accountancy (Contributor)
Created2013-05
Description
The rise of China over the last two decades has left the United States switching its focus from other areas of the world to the ever growing presence and influence coming from Asia in the spectrum of world politics. Many countries in Eastern Asia are being forced to choose determine whether they want to strengthen their alliances with China, their most important economic partner, or the United States, which for most of these countries, has been their most impactful political partner. Japan has been put in the scenario of having incredibly strong ties with the United States, especially militarily, and having a long history of conflict with China, but needing to recognize the importance of China as a rising power. Simultaneously, Japan is working to increase their own global influence to match their economic strength. With the recent development in the change of Japan's constitutional self-defense and diversion from their traditional pacifist nature since adopting their constitution in 1947, the rest of the world is waiting to see what changes will be coming from Japan regarding military policy. The foreign policies that are in the relatively early development of shaping up between Japan, China and the United States that are heavily influenced by the current United States military presence in Japan and the Asian region, will have a significant impact on the global political system in the coming years.
ContributorsBorer, Marisa Kathryn (Author) / Moore, Aaron (Thesis director) / Simon, Sheldon (Committee member) / Economics Program in CLAS (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05