Concepts of participatory economy

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Reference no: EM133318309

Assignment:

Your brans is Choco Poco; My chosen brand is a new type of chocolate that is being launched in the UK market. The chocolate is made with a new type of bean that is said to be healthier than the traditional cocoa bean. The brand name of the chocolate is "Choco Poco". The slogan is « TOTAL CHOCO SUGAR UN POCO » The ad that I have created is a short video that is 15 seconds long. The video is basically clip of people having a bite of the bar then passing it to the next person. The last shot is a zoom in of the bar then when it zoom out the last person takes a bite of the chocolate and smiles. The video then fades to black and the Choco Poco logo appears on the screen.

Your focus should be on providing experience to your target audience and you have to apply Jenkins (2008)'s concepts of 'participative economy' and Pine and Gilmore (1999)'s 'experience economy' in which media users are empowered through social media as never before and consumers spend less money on buying things but more on 'doing' things (so they can tell the world about them on social media afterwards!

1. Clearly explain the rationale for your chosen medium of transmission and target audience.

2. Demonstrate evidence of understanding and applying relevant theories such as Jenkins' (2008) concepts of participatory economy and Pine and Gilmore's (1999) experience economy.

3. Utilise Harvard referencing style and citations in text to demonstrate comprehensive reading.

4. Discuss and analyse, rather than simply describe, any literature sources and concepts used.

5. Develop insight on the task and demonstrate an advanced level of understanding.

6. Summarise key points in the conclusion to show in-depth comprehension of the topic.

Reference no: EM133318309

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