Essays about: "Luisa Falkenstein"

Found 2 essays containing the words Luisa Falkenstein.

1. 1. Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Luisa Falkenstein; [2020]
   Keywords : Advertising; Commodity Activism; Social Semiotics; Multimodal Discourse Analysis; Oatly;

   Abstract : When describing the company’s ethos and brand, the creative director of Swedish oat drink producer Oatly, John Schoolcraft, routinely declares the company’s intention to be not a brand, but a voice. As popular activist causes become utilized by companies and commodified for advertising use, identifying the ways in which communication is used to create meaning becomes a relevant skill. READ MORE

3. 2. Because They Love You: An Analysis of the @BVG_Kampagne Twitter Feed

   University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

   Author : Luisa Elena Falkenstein; [2019]
   Keywords : Content Analysis; Humor; Online Marketing; Crisis Communication; Twitter; Online Firestorm;

   Abstract : In this case study, I focus on Berlin’s BVG (public transport provider), who overcame asevere online firestorm in reaction to their marketing campaign centered around the slogan “Weil wir dich lieben “ (because we love you) in January 2015. Through a content analysis of the BVG’s Twitter feed in January 2015 (during the firestorm) and January 2016 (after the firestorm), I aim to determine how crisis communication strategies were employed by the BVG and what role humor played in their communication on Twitter. READ MORE