Title:	CULTIVATING HOSTS: THE DEVELOPMENT AND USE OF ICONS IN MULTI-STEP VIRAL MARKETING CAMPAIGNS OF MOVIE FRANCHISES
Author(s):	Rocío Núñez
ISBN:	978-972-8924-84-3
Editors:	Yingcai Xiao, Tomaz Amon and Piet Kommers
Year:	2009
Edition:	Single
Keywords:	Icons; viral marketing; movie franchises; information-seeking
Type:	Full Paper
First Page:	145
Last Page:	151
Language:	English
Cover:
Full Contents:	click to dowload
Paper Abstract:	An in-depth look at how motion picture advertisers harness the power of word-of-mouth in the promotion of movie franchises points to recognizable visual icons as a way to incite an audience that is both able and willing to participate in multi-step information-seeking campaigns. The development of such iconographies hints at a cultivation process that involves many layers of audience recognition and cognizance of movie elements such as genre, and style. Insight from industry workers also suggests how new technologies contribute to icons and viral marketing and why these may represent the future of movie marketing.
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