Browsing Undergraduate Student Works by Subject "advertising"
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- ItemManet or Monet - does knowing the difference matter? An examination of cultural capital in popular discourse(2018) Wong, Francine; MacPherson, IainConsumer cultures are fueled by the anxiety of modern shoppers who purchase goods that best facilitate distinction from others. In an endless barrage of brands, all promising the potential of a "better self," how does one know which brand to choose? Advertisers are expert at manufacturing desire by creating symbolic links between their products and feelings of self-worth, particularly regarding true or subjectively perceived improvements in social status. This presentation reports secondary research of sources engaging Pierre Bourdieu’s concept of taste as an indicator of class and cultural capital as a means of social mobility. Evidence supporting the theory shows that individuals must possess cultural capital, in the form of academic or social knowledge, to identify cultural worth across different contexts. However, limitations to the real-world or current applicability of cultural capital include the failure of the concept to account for “low culture” or non-academic contexts. The presentation examines how in “high culture” contexts, the culturally savvy use the concept to establish class distinctions, whereas in low culture contexts, cultural capital as theorized by Bourdieu does little to merit one’s worth. Based on this analysis, I will offer a new look at the shifting currents of social media and how it can be used to convert the “subcultural capital” of grassroots campaigns into cultural capital by forcing academic concepts into news commentary, mainstream debate, and thus, popular consciousness.
- ItemMarketing responsible drinking effectively to young adults(2014) Doyle, Colby; Gaudet, Matthew; Lay, Dominic; McLeod, Amber; Schaeffer, RobertThe primary goal of this research is to identify and examine the components of responsible drinking advertisements. We will examine industry and government related advertisements as we try to understand one of our major questions: does the source influence the validity of the message? The next group of major questions that we will be looking to answer is how are the vague quantifiers used in responsible drinking campaigns interpreted by the public? How many drinks do people consider “too much?” What does “drink responsibly” really mean? The third major question is whether or not an individual’s current consumption patterns of alcohol have any effect on how individuals assess responsible drinking campaigns. Our qualitative research has indicated that social influences can be strongly related with drinking patterns; this will be further examined in our quantitative research. Also, we will be looking into some of the psychology behind industry and government sponsored advertisements as well as gathering and interpreting information from a sample of our target demographic. Our target demographic consists of both male and females between the ages 18-24. Our literature review and qualitative analysis gave us good insight into some of the potential answers to our questions. We will use these potential answers from our previous research to guide us as we attempt to conduct conclusive research based on a sample data of 169 individuals. Our findings will aid us in developing conclusions and recommendations for Alberta Health Services.
- ItemThe value of certified pre-owned vehicles for Lexus of Edmonton(2020) Kasawski, Trisha L.; Singh, Sunaina; Bhullar, Kanwarbir; Sidhu, Gurman; Bath, GurmanOur objective was to discover productive improvements to Lexus of Edmonton’s (LoE) current Certified Pre-Owned (CPO) Vehicle practices by determining if CPO vehicles added value, and if so, what value was added. By utilizing multiple methods, we discovered areas in the used vehicle sector that Lexus of Edmonton could improve on. In order to conduct our research, five in-depth interviews, scholarly article evaluations, meet with the representatives of Lexus of Edmonton, and surveys were conducted using paper, email and social media tools such as Google surveys, Twitter and Facebook. The methods allowed our group to utilize statistical analysis to outline the importance of relationships between variables with the statistical software, SPSS. With the information received from statistical analysis, we believe that Lexus of Edmonton can succeed with the sale of CPO vehicles by following our recommendations, including: certification education, appropriate pricing of used vehicles, building trust, value-added certification benefits based on willingness to spend and targeted demographics, as well as further research.