Bibliographic details and abstracts are available to all. Downloads of full-text dissertations are restricted to University of Portsmouth members who must login. MPhils may be accessed by all.

Abstract

This dissertation investigates the influence of technology on the creative processes of independent business advertising. With social media trends and editing software advancements, filmmakers have more tools to bring their visions to life. Using a mixed-method approach that includes an interview with a small business and a survey focused on consumer sentiment, this study investigates advertising through social media and its impact on consumer behaviour. Data provided in this project was collected through an interview and consumer focused questionnaire. The findings of this dissertation contribute to the understanding of consumer connection through cinematography and highlights the growth of mass consumption through the evolution of social media and the effectiveness of digital filmmaking techniques on consumers. This research has concluded a need for more understanding in consumer connection through a creative outlet, and how to approach different themes of content creation when working for an independent business.

Course: Creative Media Technologies - BSc - C2734S

Date Deposited: 2023-10-12

URI/permalink: https://library.port.ac.uk/dissert/dis14222.html