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Diversity in Advertising and its Impact on Brand Identity

  • Concerns about mental health and the declining rate of body satisfaction have increased interest in topics such as diversity, body positivity, and inclusion in recent years. Thus, the suggestion is that companies can communicate deep meanings through advertising images and strengthen their brand identity. This bachelor thesis proposes the application of two theoretical frameworks: Esch’s "Brand Steering Wheel" for identifying the brand identity, and the framework of “Visual Grammar” for analyzing images in advertising. The aim is to find out if diversity in advertising can improve brand identity. Firstly, this work intends to offer an overall understanding of advertising, brand identity, and multimodality. For this, previous academic literature is used to establish a theoretical basis for understanding. Secondly, certain problems that lack inclusion in traditional advertising are analyzed. Thirdly, with the help of the theoretical framework, the brand identity is analyzed using the brand steering wheel. Additionally, Kress and van Leeuwen’s framework of visual grammar is used to examine images for their meaning. The findings indicate that there is significant theoretical and practical evidence to suggest that the application of diversity in advertising campaigns would be an effective strategy to build a strong brand identity. The identities and relationships indicated in the photos between viewers and models represent desired attributes that may be identified with the advertiser's products. The brand may be picked if the viewers see that it is correctly represented.

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Author:Sinem Karaboga
Advisor:Julika Baumann Montecinos
Document Type:Bachelor Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Release Date:2022/12/23
Tag:Advertising; Brand identity; Diversity
Page Number:53
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt