Branding Butte: Applying visual design science and culture code theory to billboard marketing of a Superfund community.

摘要

This paper reports on the study of an opportunity to systematically assess how individuals engage persuasive visuals in their environment. The paper examines an understanding of current Butte billboard marketing materials, advocating awareness of possible emerging cultural themes and opinions. A comprehensive survey, combined with content analysis methodology, explores current cultural opinions and attitudes associated with Butte, Montana. These responses were used in conjunction with cognitive design science techniques to create new, culturally coded visual billboard marketing material for Butte promotion that may suggestively boost local appeal and economic development.;Keywords: Butte, Montana, visual marketing campaign, design science, billboard marketing, culture code.