| Category | Dissertation | Subject | Education |
|---|---|---|---|
| University | Birkbeck, University of London | Module Title | MA Digital Media Dissertation |
Modern advertising, especially in this age of digital media, is no longer just an information medium; it has become an engaging storytelling medium. This thesis highlights hyperbole (an art of persuasion) as it uses Dr. Martens Boots to show how creative advertising campaigns break the conventional rules of advertising. With an exaggeratedly told story to amplify the legendary status of the brand, Dr. Martens is hereby dissected.
The study looks at the efficacy of hyperbole in advertising to build brand awareness and consumer loyalty. It analyzes issues in postmodern media culture, the hybridization of visual elements, and the reframing of the brand message. By both qualitative and quantitative means, it can be established that excessively creative ads build strong, emotional consumer bonds. The dissertation shows how exaggerated advertisements capture initial attention while at the same time building a lasting emotional relationship between the brand and its consumers.
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