Portrait of a company’s brand identity through video advertisements: a contrastive multimodal analysis of Apple and Samsung
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Título
Portrait of a company’s brand identity through video advertisements: a contrastive multimodal analysis of Apple and SamsungAutoría
Tutor/Supervisor; Universidad.Departamento
Ruiz-Madrid, Noelia; Universitat Jaume I. Departament d'Estudis AnglesosFecha de publicación
2019-10-22Editor
Universitat Jaume IResumen
Conveying the right brand image to a target market is a fundamental marketing activity.
In the current time, the technology market is saturated and buyers are open to numberless
devices and alternatives, for which ... [+]
Conveying the right brand image to a target market is a fundamental marketing activity.
In the current time, the technology market is saturated and buyers are open to numberless
devices and alternatives, for which intense competition is remarkably high in the sector.
Beyond investing in innovation, numerous technological firms are struggling to position
their devices and gain not only buyers but adepts loyal to their brand as a paramount
marketing and advertising strategy. One of the most extended techniques and tools is
advertising through TV spots. The present study aims at comparing two of the most wellpositioned technology firms: Apple and Samsung. The study firstly aims at identifying and
distinguishing the brand identities of two akin companies. Secondly, it intends to observe
the style and techniques displayed in their latest TV spots, and more precisely to which
extent these spots are conditioned by their brand image. The established procedure for this
study implies three steps. Firstly, a thorough research has been conducted with the aim of
identifying and signaling the brand identity of each brand. Secondly, two TV spots from
each company were selected and a detailed multimodal description and interpretation of
each has been completed. Thirdly, the four advertisements have been compared and
associated to the intended brand identity of the companies. Results demonstrate slight
differences between the adverts of both brands that are however relevant in the definition
and delimitation of the two firms’ brand identity. In this sense, Apple presents itself as more
unhurried and sophisticated, while Samsung tends to convey a fast-paced and energetic
image. Additionally, the two brands demonstrate similarities in form and means such as the
heavy rely on images and sounds, as well as in the message. [-]
Palabras clave / Materias
Descripción
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019.
Tipo de documento
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