The Bachelor’s thesis consists of a practical work - an explainer video - and a theoretical part dealing with video marketing and its use in viral marketing.
In addition to a description of video marketing and its peculiarities, one particular focus of the work lies on the analysis of different video formats. In the process, concrete examples, media dramaturgy, stylistic devices, production techniques and current trends are presented.
The theoretical part concludes with a documentation of the work piece, in which conceptual, creative and technical aspects of the work are described.
