Analysis Of Brand Campaign

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Visual analysis of brand campaign
The first video is starred by American ballet theatre ballerina soloist Misty Copeland, which is her own real experience. The video start with smoothing music and a voiceover which is reading a rejection letter from a dance academy, while Misty Copeland’s professional dance movement presents a striking contrast with the reason of rejection. In the later part of the video, the passionate background music and her elegant dancing posture take audiences’ emotions into the climax. Having a strong muscle and bronzed skin tone, Misty’s image is obviously different from the traditional ballerina who have a petite figure and fair complexion. Yet her graceful dancing posture and outstanding achievement show the audience
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and Andrade, E.B. (2011) ‘The curious case of behavioral backlash: Why brands produce priming effects and slogans produce reverse priming effects’, Journal of Consumer Research, 37(6), pp. 999–1014.

Oswald, L.R. and Oswald, L. (2012) Marketing semiotics: Signs, strategies, and brand value. Oxford University Press.

dancing posture find the inner strength, enthusiasm arouse McCombs, M. (2014) Setting the agenda: The mass media and public opinion. 2nd edn. Cambridge, United Kingdom: Polity Press.

Frug, M.J.(2014) Postmodern legal feminism. Routledge.

McQuail, D. and Windahl, S. (2015) Communication models for the study of mass communications. Routledge.

Cho, Y., Hwang, J. and Lee, D. (2012) Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach. Technological Forecasting and Social Change, 79(1), pp.97-106.

Brader, T. (2006) Campaigning for hearts and minds: How emotional appeals in political ads work. University of Chicago Press.

Fill, C. (2011) Essentials of marketing communications. Harlow, England: Financial Times Prentice Hall/Pearson.
Han, S.P. and Shavitt, S. (1994) Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of experimental social psychology, 30(4),

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