• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

Failed Advertising Campaigns of Foreign Brands as a Source of Internet Memes

Student: Iuliia Kovtun

Supervisor: Ekaterina Repina

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This piece of work is aim to the study of advertising campaigns of global foreign brands in a digital environment, which caused an controversial response from the audience and became a source for creating Internet memes damaging the image of the brand. From the example of Gillette and Reebok, we study the possible causes of such a reaction among Internet, and consider the results of the study as useful to further prevent such cases.

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