Promoting a Galaxy Far, Far Away: Changes in Promotional Strategies Seen in Star Wars Marketing Campaigns

Abstract

This piece examines promotional material from the Star Wars campaigns for The Phantom Menace in 1999 and The Force Awakens in 2015 to find differences in promotional strategies with regards to globalization, fandom and fan perception and the use of online spaces. Trailers, tie-in product materials and websites are given visual and textual analysis to find how the films have evolved to accommodate a larger, more culturally diverse audience. In doing so this piece seeks to understand how the changing consumer landscape is impacting the way product are advertised, and how prospective advertisers can maximize their audience through adjusting their strategy.

Date of Award	2018
Original language	American English
Awarding Institution	Eastern Illinois University
Supervisor	Claudia Janssen Danyi (Supervisor)