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Seeing what you get: A comparison of newspapers’ visual brand personalities and consumer perceptions
Unformatted Document Text:  Seeing what you get: A comparison of newspapers’ visual brand personalities and consumer perceptions Historically, newspapers have not actively managed their visual brands (Fitzgerald, 1997; Nicholson, 1999). However, shifts in the modern marketplace are forcing newspapers to reconsider the face – and personality – they present to consumers (Frost, 2003). While brands and brand personalities have been studied with some depth, little to no recent research has examined the visual brand or brand personality of media – particularly newspapers (e.g., D. Aaker, 1996; Davis, 2000; J. Aaker, 1997; Neumeier, 2006). By using the semiotics theory to identify visual brands as symbols with learned meanings, this study explores top-circulating U.S. newspapers’ current visual brands, and how those visual brands influence students’ perception of brand personality. A qualitative visual brand analysis of top-circulating U.S. newspapers, including USA Today, the Los Angeles Times, the New York Daily News, the New York Post, the Chicago Tribune, The Wall Street Journal, The New York Times and The Washington Post will be conducted. Analyzing each newspaper’s visual brand helps identify key similarities, differences and trends among the study sample. Using J. Aaker’s (1997) Brand Personality Scale, this study will also survey

Authors: Jewett, Adriane. and Reinardy, Scott.
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Seeing what you get: A comparison of newspapers’ visual brand personalities 
and consumer perceptions
Historically, newspapers have not actively managed their visual brands 
(Fitzgerald, 1997; Nicholson, 1999).  However, shifts in the modern marketplace are 
forcing newspapers to reconsider the face – and personality – they present to 
consumers (Frost, 2003).  
While brands and brand personalities have been studied with some depth, little 
to no recent research has examined the visual brand or brand personality of media – 
particularly newspapers (e.g., D. Aaker, 1996; Davis, 2000; J. Aaker, 1997; 
Neumeier, 2006). 
By using the semiotics theory to identify visual brands as symbols with 
learned meanings, this study explores top-circulating U.S. newspapers’ current visual 
brands, and how those visual brands influence students’ perception of brand 
personality.
A qualitative visual brand analysis of top-circulating U.S. newspapers, 
including USA Today, the Los Angeles Times, the New York Daily News, the New 
York Post, the Chicago Tribune, The Wall Street Journal, The New York Times and 
The Washington Post will be conducted.  Analyzing each newspaper’s visual brand 
helps identify key similarities, differences and trends among the study sample.  
Using J. Aaker’s (1997) Brand Personality Scale, this study will also survey 


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