Superpowers in a Can: A Visual Journey through Energy Drink Posts on Social Media
Access Status
Open access
Date
2019Supervisor
Robyn Ouschan
Type
Thesis
Award
MPhil
Metadata
Show full item recordFaculty
Business and Law
School
School of Marketing
Collection
Abstract
This research addresses the problem of how energy drink brands such as Red Bull, Monster Energy and V Energy communicate to their target audience of young people aged 18-30 on Instagram and Pinterest. To address this a qualitative netnography was conducted asking 8 participants to choose the images that they find engaging. The results was 138 individual images gathered which was further reconstructed in visual storylines and into brand archetypes to demonstrate the psychological drivers in play when they interpret them.
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