Branding Butte: Applying visual design science and culture code theory to billboard marketing of a Superfund community.

详细信息   

• 作者：Newman ; Chelsea.
• 学历：M.S.
• 年：2014
• 关键词：Butte ; Montana ; visual marketing campaign ; design sci
• 毕业院校：Montana Tech of The University of Montana
• Department：Technical Communication
• ISBN：9781303982934
• CBH：1558509
• Country：USA
• 语种：English
• FileSize：6926194
• Pages：109

文摘

This paper reports on the study of an opportunity to systematically assess how individuals engage persuasive visuals in their environment. The paper examines an understanding of current Butte billboard marketing materials,advocating awareness of possible emerging cultural themes and opinions. A comprehensive survey,combined with content analysis methodology,explores current cultural opinions and attitudes associated with Butte,Montana. These responses were used in conjunction with cognitive design science techniques to create new,culturally coded visual billboard marketing material for Butte promotion that may suggestively boost local appeal and economic development.