No description available.

No description available.

Title: Swedish consumers say – ”Subliminal marketing is smart marketing!” Authors: Vickie Hedgren and Angelica Persson Adviser: Klaus Solberg Søilen Level: Dissertation in Marketing, 15 ECTS, Spring 2015 Keywords: Subliminal, Messages, Advertising, Advertisement, Neuromarketing, Psychology, Subconscious, Primal instincts, Subliminal techniques, Ethics, Acceptance, Emotional Connection Purpose: The purpose of this dissertation is to find out what Swedish consumers think about marketing that is meant to influence their subconscious in their decision making, with a focus on subliminal messages, and whether it is ethically acceptable. This will be carried out by examining the two following research questions: 1. What marketing methods aimed at building a psychological connection with the consumer are ethically acceptable and in what areas of marketing or situations? 2. Is it ethical to use subliminal marketing for a cause-related brand, a luxury brand or aimed at a specific income group? We will further examine theories and studies done over the years as well as carry out our own to come up with our conclusions. Frame of Reference: We start of by presenting overall theories regarding subliminal advertising which leads us to various breakdowns such as psychology, primal instincts, subliminal techniques, ethics, causerelated marketing, high- and low end consumers. Methodology: The dissertation is based on a combination of quantitative and qualitative studies. We conducted one survey with 200 respondents and two interviews with marketers. We bring up the importance of validity, reliability, generalizability, carefulness and criticism. Empirical Framework: We will present the collected data from the performed online survey as well as the information from the two personal interviews. Conclusion: Swedish consumers have a high level of ethical acceptance when it comes to marketing that is meant to create a psychological connection. The conclusions made are that 1. Out of the 14 methods we chose to include in our dissertation, 12 of them had a high level of ethical acceptance; subliminal messages in fashion advertising and in an active situation is ethical 2. It is more unethical if a good-cause company uses subliminal marketing than if a luxury brand uses it.

This dissertation re-evaluates the ways in which contemporary television documentary practices engage their audience. Bringing together historical frameworks, and using them to analyse a range of examples not considered together within this context previously, the main finding is that the use of spectacle to engage the audience into a visceral response cuts across all of the examples analysed, regardless of the subject matter being explored. Drawing on a media archaeological approach, the dissertation draws parallels with the way in which pre-cinema engaged an audience where the primary point of engagement came from the image itself, rather than a narrative. Within a documentary context, which is generally understood as a genre which is there to educate or inform an audience, the primacy of spectacle calls for a re-evaluation of the form and function of documentary itself. Are twenty-first century documentary practices manufacturing an emotional connection to engage the audience over attempting to persuade with reasoning and logic? The answer contained within this dissertation is that they are.

No description available.

No description available.

El presente trabajo surge ante la necesidad de analizar, como gran oportunidad, el uso de la herramienta del branding emocional para generar la emoción del orgullo y reforzar el vínculo consumidor- marca. Caso de estudio: “Contigo aprendí” con Paolo Guerrero y realizada por el BCP en el 2018. El objetivo de esta investigación es determinar de qué manera el branding emocional puede conectar con el público, mediante la emoción del orgullo para reforzar el vínculo consumidor-marca. Asimismo, busca identificar si el branding emocional se puede utilizar para motivar la preferencia y evaluar si es una herramienta útil para ayudar a las marcas a diferenciarse. También busca comprender cómo el orgullo funciona como herramienta para reforzar la conexión con el público peruano de manera positiva. La metodología usada es de enfoque cualitativo a través de la técnica de entrevistas, las cuales se realizarán a un público específico de hombres y mujeres peruanos entre 20-30 años con acceso a tarjetas en bancos. / This work arises from the need to analyze, as a great opportunity, the use of the emotional branding tool to generate the emotion of pride and reinforce the bond between the consumer-brand. Case study: “With you I learned” with Paolo Guerrero and carried out by BCP in 2018. The objective of this research is to determine how emotional branding can connect with the public, through the emotion of pride to reinforce the consumer-brand link. It also seeks to identify if emotional branding can be used to motivate preference and to evaluate whether it is a useful tool to help brands differentiate themselves. The research also seeks to understand how pride works as a tool to reinforce the connection with the Peruvian public in a positive way. The methodology used is of a qualitative approach through the technique of interviews, which will be carried out with a specific audience of Peruvian men and women between 20-30 years old with access to bank cards. / Trabajo de investigación

El presente artículo analiza el mensaje de igualdad de género que promueve la campaña publicitaria de Pilsen Callao: ‘Amistad sin diferencias’, a través de la resignificación de género donde la mujer busca romper con estigmas sociales. A través de este estudio cualitativo, de paradigma naturalista, se analizó cómo este mensaje puede formar parte de una conexión emocional con el valor de marca en la generación millenial. Por ello, se realizó 20 entrevistas a hombres y mujeres cuyas edades comprenden entre los 21 y 35 años, población adulto joven. Las mujeres consumidoras de hoy necesitan una publicidad que las reconozca y no las discrimine a través del mensaje publicitario. El público millennial busca generar un cambio sin reproducir las ideas conservadoras de la generación anterior y buscan una sociedad más igualitaria y abierta al cambio. / This article analyzes the message of gender equality promoted by Pilsen Callao's advertising campaign: ‘Friendship without differences’, through the redefinition of gender where women seek to break with social stigmas. Through this qualitative study, with a naturalistic paradigm, it was analyzed how this message can be part of an emotional connection with brand equity in the millennial generation. For this reason, 20 interviews were conducted with men and women whose ages range from 21 to 35 years, young adult population. Today's women consumers need advertising that recognizes them and does not discriminate against them through the advertising message. The millennial public seeks to generate a change without reproducing the conservative ideas of the previous generation and they seek a more egalitarian society open to change. / Tesis

El presente trabajo analiza la percepción del uso de elementos chicha como generadores de conexión emocional entre la marca Yape y el adulto joven emprendedor de Lima Norte y de familia migrante. Se empleó una metodología cualitativa para analizar la campaña “Mi QR” de la marca Yape. Su objetivo era comunicar la nueva funcionalidad del código QR dentro de la aplicación. Se realizaron 15 entrevistas semiestructuradas a adultos jóvenes emprendedores de 25 a 35 años de Lima Norte y de familia migrante. La investigación arrojó que los elementos chicha que más destacan son la música y los colores. Sin embargo, los entrevistados no se identifican con ellos, pero sí con el personaje. En conclusión, lo chicha no solo está en los colores y la música, sino también en un personaje representativo como Susy Díaz. / This study analyzes the perception of using chicha elements as generators of emotional connection between Yape and young adult entrepreneurs from North Lima and from a migrant family. A qualitative methodology was used to analyze the Yape campaign called “Mi QR” Its objective was to communicate the new QR code functionality within the app. 15 semi-structured interviews were carried out to young adult entrepreneurs between the ages of 25 and 35 from North Lima and from a migrant family. The research showed that the chicha elements that stand out the most are music and colors. However, the interviewees don’t feel identified with them, but with the character. In conclusion, the chicha is not only in the colors and the music, but also in a representative character like Susy Díaz. / Tesis

Emotionell design är ett fenomen som är relevant i samband med användarupplevelsen inom speldesign. Designers har möjlighet att utveckla en produkt som ger en större känslomässig upplevelse för användaren genom att ta hänsyn till emotionella förbindelser och känslor. I samband med den växande spelindustrin är det relevant för spelutvecklare att ta emotionella förbindelser till hänsyn. Då det är viktigt att förstå vart motivationen för spelandet ligger hos användaren.  Denna studie har undersökt hur användare relaterar och identifierar sig med egenskapade karaktärer. Studien har utgått ifrån massiva onlinespel rollspel (eng. massive multiplayer online role-playing games, MMORPG) där sociala och emotionella förbindelser tas till hänsyn. Arbetet utvärderar också hur relationen mellan användare och avatar förefaller. Det kommer också att presenteras teorier som sammanställer datainsamlingen vilket presenteras och diskuteras. Slutligen redovisas ett resultat som bevisligen introducerar hur relationerna ser ut och varför det ser ut som det gör. / Emotional design is a phenomenon that is relevant in connection with the user experience in game design. Designers could develop a product that provides a more emotional experience for the user by taking emotional connections and emotions to consideration. With the growing gaming industry, it is relevant for game development to take emotional connections into consideration. During the process it is important to understand where the motivation for the game lies within the user.  This study examined how users relate and identify with their own created characters. The study has been based on Massive Multiplayer Online Role-Playing Games (MMORPG) where social and emotional connections are observed. The work also evaluates how the relationship between the user and the avatar appears. Theories will also be presented that compile the data collection, which will be presented and discussed. Finally, the result is presented that demonstrably introduces what the relationship looks like and why it looks the way it does.