Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The Volkswagen Junior World Masters 2010 - film series
Includes bibliographical references.
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
Centre for Film and Media Studies
2014
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613334328573952 |
|---|---|
| access_status_str | Open Access |
| author | Pybus, Lauren |
| author_browse | Pybus, Lauren |
| author_facet | Pybus, Lauren |
| author_sort | Pybus, Lauren |
| collection | Thesis |
| description | Includes bibliographical references. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/9040 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:34:28.941Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | Centre for Film and Media Studies |
| publisherStr | Centre for Film and Media Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/9040 The Volkswagen Junior World Masters 2010 - film series Pybus, Lauren Media Theory and Practice Includes bibliographical references. This paper describes my involvement in the Volkswagen Junior World Masters film series for 2010. A three-DVD box set is being submitting for review. In the latter sections of this document, I outline the efforts that went into writing, directing and editing these films for broadcast on international television and over the Internet. In the opening chapters I assess the marketing strategy behind the Volkswagen Junior World Masters and discuss the value of the tournament from a brand seeding perspective. I describe how our media-saturated culture is making it extremely difficult for brands to achieve saliency, particularly amongst the youth. I pay special attention to Generation Y (also known as Generation Me) asthis highly individualised group prompted Volkswagen to create a soccer showcase specifically for pre-adolescents. I demonstrate that this major brand-building endeavour is designed to groom the preteens of today into becoming the Volkswagen drivers of tomorrow. I trace the efficacy of this campaign back to the collective childhood dream of achieving global soccer stardom. By becoming an important stepping-stone in the possible fulfillment of that dream, Volkswagen is tactically aligning itself with the increasingly self-interested proclivities of Generation Me. 2014-11-03T08:31:33Z 2014-11-03T08:31:33Z 2010 Master Thesis Masters MA http://hdl.handle.net/11427/9040 eng application/pdf Centre for Film and Media Studies Faculty of Humanities University of Cape Town |
| spellingShingle | Media Theory and Practice Pybus, Lauren The Volkswagen Junior World Masters 2010 - film series |
| thesis_degree_str | Master's |
| title | The Volkswagen Junior World Masters 2010 - film series |
| title_full | The Volkswagen Junior World Masters 2010 - film series |
| title_fullStr | The Volkswagen Junior World Masters 2010 - film series |
| title_full_unstemmed | The Volkswagen Junior World Masters 2010 - film series |
| title_short | The Volkswagen Junior World Masters 2010 - film series |
| title_sort | volkswagen junior world masters 2010 film series |
| topic | Media Theory and Practice |
| url | http://hdl.handle.net/11427/9040 |
| work_keys_str_mv | AT pybuslauren thevolkswagenjuniorworldmasters2010filmseries AT pybuslauren volkswagenjuniorworldmasters2010filmseries |