The Volkswagen Junior World Masters 2010 - film series

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dc.contributor.authorPybus, Laurenen_ZA
dc.date.accessioned2014-11-03T08:31:33Z
dc.date.available2014-11-03T08:31:33Z
dc.date.issued2010en_ZA
dc.descriptionIncludes bibliographical references.en_ZA
dc.description.abstractThis 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.en_ZA
dc.identifier.apacitationPybus, L. (2010). <i>The Volkswagen Junior World Masters 2010 - film series</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies. Retrieved from http://hdl.handle.net/11427/9040en_ZA
dc.identifier.chicagocitationPybus, Lauren. <i>"The Volkswagen Junior World Masters 2010 - film series."</i> Thesis., University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2010. http://hdl.handle.net/11427/9040en_ZA
dc.identifier.citationPybus, L. 2010. The Volkswagen Junior World Masters 2010 - film series. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Pybus, Lauren AB - 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. DA - 2010 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2010 T1 - The Volkswagen Junior World Masters 2010 - film series TI - The Volkswagen Junior World Masters 2010 - film series UR - http://hdl.handle.net/11427/9040 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/9040
dc.identifier.vancouvercitationPybus L. The Volkswagen Junior World Masters 2010 - film series. [Thesis]. University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2010 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/9040en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentCentre for Film and Media Studiesen_ZA
dc.publisher.facultyFaculty of Humanitiesen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMedia Theory and Practiceen_ZA
dc.titleThe Volkswagen Junior World Masters 2010 - film seriesen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMAen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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