This thesis explores the deeper impact of the newly discovered Guochao-trend in China through a lens of consumer nationalism and a comparison with the South Korean wave.
Deze scriptie analyseert wanneer, waarom en op welke wijze Corporate Imagery in Nederland is ontstaan door te onderzoeken hoe dit fenomeen zich ontwikkelde in advertenties gepubliceerd door Shell,...Show moreDeze scriptie analyseert wanneer, waarom en op welke wijze Corporate Imagery in Nederland is ontstaan door te onderzoeken hoe dit fenomeen zich ontwikkelde in advertenties gepubliceerd door Shell, Philips en Heineken in de periode 1900 tot 1930.Show less
Het doel van dit onderzoek van Willem Haak, student Journalistiek en Nieuwe Media aan de Universiteit Leiden, was om de rol van clubredacteuren van de Nederlandse eredivisieclubs in kaart te brengen.
This thesis explores the recent success of the severely under-analysed notion of transhistoricity in contemporary curatorial practice. Up until now, the phenomenon was characterized as either a...Show moreThis thesis explores the recent success of the severely under-analysed notion of transhistoricity in contemporary curatorial practice. Up until now, the phenomenon was characterized as either a clever marketing strategy or a substantial ideology-critical instrument. In this thesis, both perspectives are highlighted in order to clarify the notion of contemporary transhistorical curating and to extend and enrich the existing academic discourse on this notion. This thesis can be seen as a first attempt to distinguish the ways in which the concept is used and to make explicit what needs the concept meets.Show less
This thesis sets to find out what kind of marketing strategies the Hillsong Church uses and how this influences its popularity. The goal of this thesis is to look for the success of Hillsong Church...Show moreThis thesis sets to find out what kind of marketing strategies the Hillsong Church uses and how this influences its popularity. The goal of this thesis is to look for the success of Hillsong Church not only in its music, but in Hillsong as a whole, as a company selling a religion with the use of marketing strategies such as branding and glocalization. To put Hillsong in the context of today’s religion landscape and what this means for the kind of marketing strategies it used and must use to be popular.Show less
A study on the position and representation of the musumeyaku of the all-female Takarazuka Revue. For the greatest part of the century long history of the Takarazuka Revue, the otokoyaku, or male...Show moreA study on the position and representation of the musumeyaku of the all-female Takarazuka Revue. For the greatest part of the century long history of the Takarazuka Revue, the otokoyaku, or male-role actresses have enjoyed a monopoly of the theatre's fans' affection. In contrast, the musumeyaku remain mostly on the background. This Thesis reconsiders the musumeyaku's position and what they represent in the world of Takarazuka, and examines the femininity as represented by these actresses.Show less
Culturally adapting commercials to minorities, is becoming increasingly important in this time of growing multiculturalism in across societies. This thesis is concerned with the adaptation of...Show moreCulturally adapting commercials to minorities, is becoming increasingly important in this time of growing multiculturalism in across societies. This thesis is concerned with the adaptation of marketing efforts aimed at the biggest subgroup in the United States, the Hispanic market. This case provides a salient illustration of what is happening in many parts of the world today. Four types of strategies have been distinguished and evaluated, with the goal of gaining more insight into the successfulness of these various tactics. With the help of many case studies combined with original research, this bachelor thesis fills the gap of practical research, that is crucial to companies that wish to engage with the Hispanic market segment. This study has found that it is crucial for companies have a marketing department that is both bilingual, as well as bicultural. Moreover, combining various techniques is key in creating a successful marketing campaign.Show less
This thesis investigates the auteur cinema of Michel Gondry and describes how its special “tone” is connected to the branding of emotion. The broad work of cross-media auteur Michel Gondry contains...Show moreThis thesis investigates the auteur cinema of Michel Gondry and describes how its special “tone” is connected to the branding of emotion. The broad work of cross-media auteur Michel Gondry contains short and feature films. In order to stress the role of short films within Gondry’s oeuvre and to highlight the connecting motifs five short films and two feature films were analyzed from the point of view of an auteur theory in transition. In the chapter one of the thesis, Gondry’s work is discussed, respectively, against the backdrop of the classic auteur theory of the 1950s (Truffaut, Sarris), the discourses on the “death of the auteur” of the 1960s and ‘70s (Bazin, Foucault), and, finally, the revival of auteur theory from the 1980s and ‘90s onwards, with Andrew and Corrigan, who claim that the auteur is not dead, but has become a marketing tool. In the second chapter, I have then fleshed out the different motifs that establish Gondry as an auteur (in different senses of the word), stipulating the continuity between his short and feature length films. In the third and final chapter, I draw on the work of MacDowell and Shaviro to elaborate on how the “tone” or “sensibility” of Gondry’s movies set him up as the new “homo oeconomicus” (Shaviro), for whom emotions are resources to invest. It becomes clear how Gondry creates himself as seemingly romantic auteur and in so doing brands “his emotions” to gain return.Show less
