Matching Items (163)
Description
Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns that have successfully reached Generation Y, and the application of these findings to an advertising campaign with additional marketing mix elements for Bose headphones.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
ContributorsOechsner, Meredith Leigh (Author) / Montoya, Detra (Thesis director) / Ostrom, Amy (Committee member) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
DescriptionShort fiction revolving around the Y2K scare, written from three perspectives. Explores the fear and uncertainty prevalent during the time and how it affected actions and relationships.
ContributorsMoore, Matthew Robert (Author) / Dalton, Kevin (Thesis director) / Blasingame, James (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of English (Contributor)
Created2014-05
Description
Historically, the study of cognition has focused on species-specific learning, memory, problem-solving and decision-making capabilities, and emphasis was placed on the few high-performing individuals who successfully completed cognitive tasks. Studies often deemed the success of a small fraction of individuals as suggestive of the cognitive capacity of the entire species. Recently though, interest in individual variation in cognitive ability within species has increased. This interest has emerged concomitantly with studies of variation in animal personalities (i.e. behavioral syndromes). Cognitive ability may be closely tied to personality because the mechanisms by which an individual perceives and uses environmental input (cognition) should influence how that individual consistently responds to various ecological demands (personality). However, empirical support for links between animal cognition and behavioral syndromes is currently lacking. I examined individual variation in cognition and personality in male veiled chameleons, Chamaeleo calyptratus. I considered three axes of personality (aggression, activity, and exploratory behavior) and cognition in a foraging context using visual cues − specifically, the ability to associate a color with a food reward. I found that aggression was positively correlated with the proportion of correct choices and number of consecutive correct choices. Also, one measure of exploration (the number of vines touched in a novel environment) was correlated negatively with the proportion of correct choices and positively with the number of consecutive incorrect decisions. My investigation suggests that more aggressive, less exploratory chameleons were more successful learners, and that there exists a shared pathway between these personality traits and cognitive ability.
ContributorsBruemmer, Sarah Adele (Author) / McGraw, Kevin (Thesis director) / Rutowski, Ronald (Committee member) / Ligon, Russell (Committee member) / Barrett, The Honors College (Contributor) / School of Human Evolution and Social Change (Contributor) / School of Life Sciences (Contributor)
Created2013-05
DescriptionThis written work is accompanied by an audio CD and accompanying design and packaging materials, on file at the Barrett Thesis Library. The work details the process of recording an original audio CD and developing a marketing plan, including the building of a personal brand, strategies, tactics, and environment analysis.
ContributorsHoal, Lauren Elizabeth (Author) / Russell, Timothy (Thesis director) / Eaton, John (Committee member) / Rigsby, Clarke (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Finance (Contributor)
Created2013-05
Description
As a historical event and a much-loved subject of ancient literature, the Trojan War gave birth to many well-known stories, such as The Iliad, which continue to be enjoyed today. Among these is the lesser known work of Geoffrey Chaucer, titled Troilus and Criseyde. It follows the story of Prince Troilus, youngest son of King Priam and a character who is not seen in literature as often as his brothers Hector and Paris. In the 10th year of the Trojan War, Troilus meets the main protagonist, Criseyde, and falls madly in love. Criseyde herself is not in a position to love, but throughout the pages finds herself warming to the prince's favor. Through a beautifully crafted story, Chaucer evokes themes such as loyalty, selfishness, history, physical love versus spiritual love, and the role of women in society. Although it is a lesser known work of Chaucer's, in his day, Troilus and Criseyde was considered his masterpiece. My spring 2016 creative project is a novel retelling of this story entitled In Loving Criseyda. Following the plot of Chaucer's original, In Loving Criseyda is told from the perspective of an additional character: Criseyda's serving maid, Nadia. Nadia serves as the narrator and follows the plot points of the original story, offering her unique perspective on the events. Although Criseyda and Nadia come from opposite ends of society, the two find similarities in their situation and soon become friends. In befriending Criseyda, Nadia's world opens up as she begins to see the world in a new way. The novel becomes a coming of age story for Nadia in the time of the Trojan War, and her journey through love and loss.
ContributorsVecera, Emilie Marie (Author) / Blasingame, James (Thesis director) / Sturges, Robert (Committee member) / Department of English (Contributor) / School of International Letters and Cultures (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Urbanization exposes wildlife to many unfamiliar environmental conditions, including the presence of novel structures and food sources. Adapting to or thriving within such anthropogenic modifications may involve cognitive skills, whereby animals come to solve novel problems while navigating, foraging, etc. The increased presence of humans in urban areas is an additional environmental challenge that may potentially impact cognitive performance in wildlife. To date, there has been little experimental investigation into how human disturbance affects problem solving in animals from urban and rural areas. Urban animals may show superior cognitive performance in the face of human disturbance, due to familiarity with benign human presence, or rural animals may show greater cognitive performance in response to the heightened stress of unfamiliar human presence. Here, I studied the relationship between human disturbance, urbanization, and the ability to solve a novel foraging problem in wild-caught juvenile house finches (Haemorhous mexicanus). This songbird is a successful urban dweller and native to the deserts of the southwestern United States. In captivity, finches captured from both urban and rural populations were presented with a novel foraging task (sliding a lid covering their typical food dish) and then exposed to regular periods of high or low human disturbance over several weeks before they were again presented with the task. I found that rural birds exposed to frequent human disturbance showed reduced task performance compared to human-disturbed urban finches. This result is consistent with the hypothesis that acclimation to human presence protects urban birds from reduced cognition, unlike rural birds. Some behaviors related to solving the problem (e.g. pecking at and eying the dish) also differed between urban and rural finches, possibly indicating that urban birds were less neophobic and more exploratory than rural ones. However, these results were unclear. Overall, these findings suggest that urbanization and acclimation to human presence can strongly predict avian response to novelty and cognitive challenges.
ContributorsCook, Meghan Olivia (Author) / McGraw, Kevin (Thesis director) / Bimonte-Nelson, Heather (Committee member) / Weaver, Melinda (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor)
Created2015-05
Description
Today's prison industrial complex in the United States often dehumanizes inmates simply because they are criminals. Members of the free society are generally too far removed from the inside of prisons that most people do not see the harsh and cruel conditions for and treatment of prisoners. As a Dance and Justice Studies major at Arizona State University, I was curious about how to intertwine my interests in dance and justice. This paper chronicles my exploration of adding a human rights issue to my dance practice through choreographing a solo dance performance based on Cleve Foster's unusual experience on death row. Research on theories of prison and punishment in American society combined with physical research in the dance studio enabled me to create a solo performance that shed light on the inhumane conditions for and treatment of prison inmates in today's society. Through the process, I found that some elements of my dance practice stayed the same, while others changed. This informed me of what continuously remains important to me, while allowing me to expand my personal dance practice. I ultimately discovered a bridge between my two passions, dance and justice, and learned a meaningful way to convey a contemporary social justice issue to the general public.
ContributorsKerr, Elena Marie (Author) / Schupp, Karen (Thesis director) / Vissicaro, Pegge (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / School of Social Transformation (Contributor) / School of Film, Dance and Theatre (Contributor)
Created2015-05
Description
The objective of this research was to predict the persistence of potential future contaminants in indirect potable reuse systems. In order to accurately estimate the fates of future contaminants in indirect potable reuse systems, results describing persistence from EPI Suite were modified to include sorption and oxidation. The target future contaminants studied were the approximately 2000 pharmaceuticals currently undergoing testing by United States Food and Drug Administration (US FDA). Specific organic substances such as analgesics, antibiotics, and pesticides were used to verify the predicted half-lives by comparing with reported values in the literature. During sub-surface transport, an important component of indirect potable reuse systems, the effects of sorption and oxidation are important mechanisms. These mechanisms are not considered by the quantitative structure activity relationship (QSAR) model predictions for half-lives from EPI Suite. Modifying the predictions from EPI Suite to include the effects of sorption and oxidation greatly improved the accuracy of predictions in the sub-surface environment. During validation, the error was reduced by over 50% when the predictions were modified to include sorption and oxidation. Molecular weight (MW) is an important criteria for estimating the persistence of chemicals in the sub-surface environment. EPI Suite predicts that high MW compounds are persistent since the QSAR model assumes steric hindrances will prevent transformations. Therefore, results from EPI Suite can be very misleading for high MW compounds. Persistence was affected by the total number of halogen atoms in chemicals more than the sum of N-heterocyclic aromatics in chemicals. Most contaminants (over 90%) were non-persistent in the sub-surface environment suggesting that the target future drugs do not pose a significant risk to potable reuse systems. Another important finding is that the percentage of compounds produced from the biotechnology industry is increasing rapidly and should dominate the future production of pharmaceuticals. In turn, pharmaceuticals should become less persistent in the future. An evaluation of indirect potable reuse systems that use reverse osmosis (RO) for potential rejection of the target contaminants was performed by statistical analysis. Most target compounds (over 95%) can be removed by RO based on size rejection and other removal mechanisms.
ContributorsLim, Seung (Author) / Fox, Peter (Thesis advisor) / Abbaszadegan, Morteza (Committee member) / Halden, Rolf (Committee member) / Arizona State University (Publisher)
Created2011
Description
This paper examines creative process and performance as a method of research for understanding self-in-context through the lens of my own artistic research for “Dress in Something Plain and Dark,” a project exploring my relationship as a woman to Mennonite religious and cultural identity, spirituality, and dance. Situating my artistic work in relationship to the fields of creative autoethnography, queer and transborder performance art, and somatic dance practice, I discuss the distinctions and commonalities of approach, methods, and practice of artists working in these fields, and the shared challenges of marginalization, translation, and contextualization. In response to these challenges, and the inadequacy of linear, Western, individualistic and mechanistic frameworks to address them, I draw from the ethnographic work of de la Garza, (formerly González, 2000) to seek a “creation-centered” ontological framework that the artist-researcher-performer may use to understand and contextualize their work. I offer the tree as an ontology to understand the organic, emergent nature of creative process, the stages of growth and seasonal cycles, and the structural parts that make up the creative and performative processes, and illustrate this model through a discussion of the growth of “Dress in Something Plain and Dark,” as it has emerged over two cyclical “seasons” of maturation.
Note: This work of creative scholarship is rooted in collaboration between three female artist-scholars: Carly Bates, Raji Ganesan, and Allyson Yoder. Working from a common intersectional, feminist framework, we served as artistic co-directors of each other’s solo pieces and co-producers of Negotiations, in which we share these pieces alongside each other. Negotiations is not a showcase of three individual works, but a conversation among three voices. As collaborators, we have been uncompromising in the pursuit of our own unique inquiries and voices and each of our works of creative scholarship stand alone. However, we believe that all of the parts are best understood in relationship to each other and to the whole. For this reason, we have chosen to cross-reference our thesis documents here, and we encourage readers to view the performance of Negotiations in its entirety.
Thesis documents cross-referenced:
French Vanilla: An Exploration of Biracial Identity Through Narrative Performance, by Carly Bates
Bhairavi: A Performance-Investigation of Belonging and Dis-Belonging in Diaspora Communities, by Raji Ganesan
Deep roots, shared fruits: Emergent creative process and the ecology of solo performance through “Dress in Something Plain and Dark,” by Allyson Yoder
Note: This work of creative scholarship is rooted in collaboration between three female artist-scholars: Carly Bates, Raji Ganesan, and Allyson Yoder. Working from a common intersectional, feminist framework, we served as artistic co-directors of each other’s solo pieces and co-producers of Negotiations, in which we share these pieces alongside each other. Negotiations is not a showcase of three individual works, but a conversation among three voices. As collaborators, we have been uncompromising in the pursuit of our own unique inquiries and voices and each of our works of creative scholarship stand alone. However, we believe that all of the parts are best understood in relationship to each other and to the whole. For this reason, we have chosen to cross-reference our thesis documents here, and we encourage readers to view the performance of Negotiations in its entirety.
Thesis documents cross-referenced:
French Vanilla: An Exploration of Biracial Identity Through Narrative Performance, by Carly Bates
Bhairavi: A Performance-Investigation of Belonging and Dis-Belonging in Diaspora Communities, by Raji Ganesan
Deep roots, shared fruits: Emergent creative process and the ecology of solo performance through “Dress in Something Plain and Dark,” by Allyson Yoder
ContributorsYoder, Allyson Joy (Author) / de la Garza, Sarah Amira (Thesis director) / Ellsworth, Angela (Committee member) / DeWitt, Inertia Q. E. D. (Committee member) / School of Film, Dance and Theatre (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2016-05
Description
A meta-analysis was conducted to compare the total amount of ionic liquid (IL) literature (n = 39,036) to the body of publications dealing with IL toxicity (n = 213), with the goal of establishing the state of knowledge and existing information gaps. Publications on IL toxicity were collected from the SciFinder database and sorted by cation and model organism studied. Studies focusing on pharmacokinetics and drug development were excluded, as were structure-activity relationship methods of data collection. Total publishing activity was used as a measure to gauge research and industrial usage of ILs as well as the knowledge base of toxicology. Five of the most commonly studied IL cations were identified and used to establish a relationship between toxicity data and potential of commercial use: imidazolium, ammonium, phosphonium, pyridinium, and pyrrolidinium. Toxicology publications for all IL cations represented 1.2% ± 0.62% of the total publishing activity; compared with other industrial chemicals, these numbers indicate that there is still a paucity of studies on the adverse effects of this class of chemicals. In vitro models and marine bacteria were the most frequently studied biological systems, contributing 18% and 15%, respectively, to the total body of IL toxicity studies. Whole animal studies (n = 87) comprised 41% of IL toxicity studies, with a subset of in vivo mammalian models consisting of 8%. Human toxicology data were found to be limited to in vitro analyses, indicating substantial knowledge gaps. Risks from long-term and chronic low-level exposure to ILs have not been established yet for any model organisms, reemphasizing the need for filling crucial knowledge gaps concerning human health effects and the environmental safety of ILs. Adding to the existing knowledge of the molecular toxicity characteristics of ILs can help inform the design of greener, less toxic and more benign IL technologies.
ContributorsHeckenbach, Mary (Co-author) / Halden, Rolf (Co-author, Thesis director) / Jehn, Megan (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor)
Created2015-05