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Researching and Applying Metaphor (RaAM) 2020

21/6/2020

Delivered via Zoom, hosted by Inland Norway University of Applied Sciences, 18th-21st June 2020

Presentation: What counts as a multimodal metaphor (and metonymy)? Evolution of inter-rater reliability and agreement within and across seven rounds of adverts annotation, co-presented with Paula P Sobrino

RaAM Abstract: P Sobrino & Ford
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Presentation: Exploring multimodal metaphor and metonymy in advertising: Reflections on a collaboration between academics and creative practitioners, co-presented with Jeannette Littlemore and Paula P Sobrino

RaAM Abstract: Littlemore, Ford, & P Sobrino
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White Paper #1 with Big Cat Agency - Identifying the behavioural habits of gym-goers to inform an emotional 'hook' in advertising

9/6/2020

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Update: You can download the full report below. Also see Publications.

In March, I worked with Big Cat Agency on a new project investigating the reasons why people go to the gym. The report of this project is featured on Creative Brief.

The report assessed the experiences and behavioural habits and preferences of gym-goers who have or have had gym membership. Free-text responses from a survey constituting 68 gym-goers were analysed to gain an insight into how they feel about gym accessibility, their emotional and physical reactions to gym classes,

Identifying the behavioural habits of gym-goers to inform an emotional ‘hook’ campaign for boutique gym classes

the impact the gym has on their lifestyle (i.e. diet, sleep, and spending), and their preferences for types of training formats and fitness classes.

I used a thematic analysis approach to identify the common concepts, thoughts, and opinions gym-goers had in response to the questions posed. From this analysis, I was able to draw key behavioural practices and emotional reactions to attending the gym and fitness classes.

Citation:
Ford, S. (2020). Identifying the behavioural habits of gym-goers to inform an emotional 'hook' in advertising. Creative Brief. Retrieved from: https://www.creativebrief.com/agency/big-cat/insights/identifying-behavioural-habits-gym-goers-inform-emotional-hook-advertising. Also open access from: https://www.samantha-ford.com/publications.html.

Health and Fitness Insight Paper
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File Type:	pdf

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Researching and Applying Metaphor (RaAM) 2020

White Paper #1 with Big Cat Agency - Identifying the behavioural habits of gym-goers to inform an emotional 'hook' in advertising

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