Sippin', pausin', and visualizin' : visual literacy and corporate advertising / Cason, Kevin en_US
dc.contributor.department History en_US 2014-06-20T16:02:43Z 2014-06-20T16:02:43Z 2009 en_US
dc.description.abstract Visual culture is all around us on a daily basis, and we see it in a variety of forms. One type of visual material that offers valuable insights into reflecting and capturing American culture and society over time is print advertisements. Corporations often use print advertisements to market their product and create a distinct brand image. Two companies that have established creative marketing campaigns for their respective products are Jack Daniel's whiskey and Coca-Cola. en_US
dc.description.abstract Although the main purposes of Jack Daniel's and Coca-Cola's advertisements is to market the product and create a corporate identity, there are also other levels of analysis to consider. Advertisements often serve as material culture artifacts that provide evidence of the time period when they were created. In addition, advertising agencies and creators use evocative qualities and techniques to attract the consumers' attention. en_US
dc.description.abstract While the study of visual materials is important for historians to recognize, it is also relevant for public historians such as archivists who sometimes struggle with determining what resources are essential to keep and preserve in an age of an abundance of resources. By understanding and researching the historical context of images and utilizing insights from the advertising scholarship, archivists can gain a better understanding of the informational, evidential, and evocative values of advertisements. With an improved analysis strategy, archivists can hopefully discern the importance in preserving and maintaining visual resources. By exploring the intriguing history and advertising of a specific type of visual material, in this case, the advertisements of Jack Daniel's whiskey and Coca-Cola, this dissertation provides some insights on the different levels that historians and archivists can use to better interpret and analyze images. en_US Ph.D. en_US
dc.publisher Middle Tennessee State University en_US
dc.subject.lcsh Material culture United States Collection and preservation en_US
dc.subject.lcsh Commercial art United States en_US
dc.subject.lcsh Mass media and culture United States en_US
dc.subject.lcsh Jack Daniel Distillery en_US
dc.subject.lcsh Coca-Cola Company en_US
dc.subject.lcsh History, Modern en_US
dc.subject.lcsh Business Administration, Marketing en_US
dc.thesis.degreegrantor Middle Tennessee State University en_US
dc.thesis.degreelevel Doctoral en_US
dc.title Sippin', pausin', and visualizin' : visual literacy and corporate advertising / en_US
dc.type Dissertation en_US
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