Date of Award


Degree Type


Degree Name

Master of Arts (MA)

Author's Department

Communication Studies

First Advisor

Claudia Janssen Danyi


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.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.