Graffiti as a Promotional Tool in Advertising

Student: Khonig Anastasiya

Supervisor: Lyubov F. Borusiak

Faculty: School of Integrated Communications

Educational Programme: Specialist

Year of Graduation: 2014

<p>This graduation papers is about the usage of graffiti in advertising. The main research was held to study and analyze all the possibilities and perspectives of graffiti usage as a tool of visual communication in advertising industry. In the research the following aspects were analyzed: the description of the graffiti concept, its origin, evolution, types, styles and the process of commercialization. The main advantages and disadvantages of graffiti advertising and graffiti in advertising are listed and explained. Examples of Russian, American and European graffiti advertising are presented, described and analyzed. Possibilities and advantages of graffiti as an effective communicational tool on the different stages of branding process are studied. The results of a two-stage quantitative analysis, the main aim of which is to find out and study the respondents’ attitude towards graffiti and graffiti advertising, are presented and described.</p>

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses