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The medium is the message: Using media ecology, semiotics and psychoanalysis to examine the sucess of Old Spice's 2010 viral advertising campaign. [Extended Essay]. David Reilly.

By: Material type: TextTextPublication details: Limerick : Limerick School of Art and Design/ LIT./ ; 2017Description: 27p. : ill (some col) . ; 30cmSubject(s): DDC classification:
  • Thesis Graphics 10/17
Contents:
For advertising, studying how the medium influences the subject is crucial in understanding how to reach out to people and get them interested in what you are saying. Media ecology examines how every revolutionary new medium like the printing press, radio or television has a profound effect on not only the way people communicate but also individual and societal behavior patterns. With this in mind, media ecology is no more relevant than ever considering the speed and extent with which the internet is enveloping our lives. This thesis will use media ecology, together with semiotics and psychoanalytic theory to look at the 'Old Spice' smell like a man, Man viral campaign. The advert is considered one of the most successful in recent memory, particularly in how it took advantage of social media. By closely examining this advert, we can learn how an advertisement reflects the culture, time and medium they inhabit. By doing this, we can come to a better understanding of how we as designers can flourish on the internet medium as 'Old Spice' did with their campaign. [Abstract]
Dissertation note: Thesis submitted for B.A. in Visual Communications 2017
Holdings
Item type Current library Call number Copy number Status Date due Barcode
2 Hour Loan LSAD Library Theses Collection Thesis Graphics 10/17 (Browse shelf(Opens below)) 1 Library Use Only 39002100675124

Thesis submitted for B.A. in Visual Communications 2017

Includes bibliographical references

For advertising, studying how the medium influences the subject is crucial in understanding how to reach out to people and get them interested in what you are saying. Media ecology examines how every revolutionary new medium like the printing press, radio or television has a profound effect on not only the way people communicate but also individual and societal behavior patterns. With this in mind, media ecology is no more relevant than ever considering the speed and extent with which the internet is enveloping our lives. This thesis will use media ecology, together with semiotics and psychoanalytic theory to look at the 'Old Spice' smell like a man, Man viral campaign. The advert is considered one of the most successful in recent memory, particularly in how it took advantage of social media. By closely examining this advert, we can learn how an advertisement reflects the culture, time and medium they inhabit. By doing this, we can come to a better understanding of how we as designers can flourish on the internet medium as 'Old Spice' did with their campaign. [Abstract]

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