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ETD Abstract Container

Abstract Header

The Farmer’s Water: Global and Craft Brewer’s Lifestyle Branding and Semiotic Agricultural Marketing

Beach, Schelby Ellen
http://rave.ohiolink.edu/etdc/view?acc_num=osu1682002616331907

Abstract Details

2023, Master of Science, Ohio State University, Agricultural Communication, Education and Leadership.
Beer is the most consumed alcoholic beverage in the world. Between global “Big Beer” brands and local craft brewers, there are a variety of options that fit each person’s specific taste. In 2019, Bud Light released a Super Bowl advertisement titled “Kingdom” that backfired turning corn farmers against the brand and towards their competitors. Following this backlash, Busch Light released their “Corn Can” campaign that focused on directly marketing to rural and agricultural lifestyle audiences. Around this same time, Ohio Farm Bureau collaborated with North High Brewing in Columbus, Ohio to create a beer to recognize their centennial celebration. This study uses Barthe’s 1988 semiotic concept to analyze imagery and rhetoric in Instagram posts of different global brands campaigns and local breweries. Previous research also shows stereotypes of women in agriculture. The researchers provided recommendations for both global brewers and craft brewers who are using lifestyle branding and semiotics to attract consumers to their products. The researchers confirmed there is still a stereotype of women depicted in agricultural advertisements as well as a connection to stereotypes in lifestyle branding. Further research should be conducted on the ability of responses in comments to improve profile and post analytics for higher reach and visibility.
Emily Buck (Committee Member)
Annie Specht (Advisor)
95 p.
Agriculture; Communication
semiotics, lifestyle branding, Instagram, stereotypes

Recommended Citations

Citations

  • Beach, S. E. (2023). The Farmer’s Water: Global and Craft Brewer’s Lifestyle Branding and Semiotic Agricultural Marketing [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1682002616331907

    APA Style (7th edition)

  • Beach, Schelby. The Farmer’s Water: Global and Craft Brewer’s Lifestyle Branding and Semiotic Agricultural Marketing . 2023. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1682002616331907.

    MLA Style (8th edition)

  • Beach, Schelby. "The Farmer’s Water: Global and Craft Brewer’s Lifestyle Branding and Semiotic Agricultural Marketing ." Master's thesis, Ohio State University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=osu1682002616331907

    Chicago Manual of Style (17th edition)

osu1682002616331907
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© 2023, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.