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Document Type:Latin Dissertation
Language of Document:English
Record Number:55480
Doc. No:TL25434
Call number:‭1449843‬
Main Entry:Courtney Ireland Wallis
Title & Author:Propaganda analysis: A case study of Kazakhstan's 2006 advertising campaignCourtney Ireland Wallis
College:Oklahoma State University
Date:2007
Degree:M.S.
student score:2007
Page No:88
Abstract:Scope and method of study. This study analyzes Kazakhstan's 2006 advertising campaign. The purpose of the campaign was to combat the movie Borat: Cultural Learning of America for Make Benefit Glorious Nation, create a positive image of Kazakhstan in the wake of President Nazarbayev's visit to the White House and possibly to persuade Americans to visit the country. This is a qualitative study, which uses Jowett and O'Donnell's 10-point propaganda framework. Findings and conclusions. This study provides a comprehensive examination of Kazakhstan's 2006 advertising campaign and its coinciding media events by employing Jowett and O'Donnell's 10-point propaganda framework. By analyzing Kazakhstan's television commercial and print ad, it was determined that Kazakhstan's advertising campaign, though limited in scope, was effective in presenting the 'real' Kazakhstan and creating buzz in the press and among certain segments of the U.S. public. The implications suggested that a country wishing to improve their image in the United States should consider using a branding strategy along with an advertising campaign. This case study provides a backdrop for discussion about tourism advertising for those who are interested in the techniques and tactics of place branding and propaganda.
Subject:Communication and the arts; Social sciences; Advertising; Country branding; Kazakhstan; Propaganda; Tourism; Marketing; Mass media; Advertising campaigns; 0338:Marketing; 0708:Mass media
Added Entry:J. A. Fullerton
Added Entry:Oklahoma State University