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Towards a Visual Perspective in Strategic Communication: A Visual Analysis of Challenger Brand Narratives

Antoni, Natalie Tatjana LU (2019) SKOM12 20191
Department of Strategic Communication
Abstract
While society becomes increasingly visualised, and research has argued for visuals being inherently strategic, strategic communication research lacks a visual perspective. To address this problem, this study investigates how challenger brands communicate visually and how the visuals’ meaning adds to the challenger narrative. Challenger brands are chosen as an example because of their determined mindset to conquer categorical or societal conventions. Theories on visual rhetoric, brand narratives, and challenger branding are used as a framework. Through a visual rhetoric analysis, the websites of four challenger brands adopting the narrative of the ‘The Missionary’ are analysed. While the results show that the visual strategies and inferred... (More)
While society becomes increasingly visualised, and research has argued for visuals being inherently strategic, strategic communication research lacks a visual perspective. To address this problem, this study investigates how challenger brands communicate visually and how the visuals’ meaning adds to the challenger narrative. Challenger brands are chosen as an example because of their determined mindset to conquer categorical or societal conventions. Theories on visual rhetoric, brand narratives, and challenger branding are used as a framework. Through a visual rhetoric analysis, the websites of four challenger brands adopting the narrative of the ‘The Missionary’ are analysed. While the results show that the visual strategies and inferred themes resonate with the narrative of ‘The Missionary’, they also indicate that different visual strategies may be considered depending on the brand’s background. Overall, the thesis illustrates that a visual perspective is valuable in strategic communication and suggests further research regarding visual strategies. (Less)
Please use this url to cite or link to this publication:
author
Antoni, Natalie Tatjana LU
supervisor
organization
course
SKOM12 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
brand narratives, challenger branding, challenger brand narratives, visual analysis, visual communication, visual rhetoric, visual strategy
language
English
id
8989207
date added to LUP
2019-07-05 09:23:07
date last changed
2019-07-05 09:23:07
@misc{8989207,
  abstract     = {{While society becomes increasingly visualised, and research has argued for visuals being inherently strategic, strategic communication research lacks a visual perspective. To address this problem, this study investigates how challenger brands communicate visually and how the visuals’ meaning adds to the challenger narrative. Challenger brands are chosen as an example because of their determined mindset to conquer categorical or societal conventions. Theories on visual rhetoric, brand narratives, and challenger branding are used as a framework. Through a visual rhetoric analysis, the websites of four challenger brands adopting the narrative of the ‘The Missionary’ are analysed. While the results show that the visual strategies and inferred themes resonate with the narrative of ‘The Missionary’, they also indicate that different visual strategies may be considered depending on the brand’s background. Overall, the thesis illustrates that a visual perspective is valuable in strategic communication and suggests further research regarding visual strategies.}},
  author       = {{Antoni, Natalie Tatjana}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Towards a Visual Perspective in Strategic Communication: A Visual Analysis of Challenger Brand Narratives}},
  year         = {{2019}},
}