{"id":{"repo_id":"cape-town","oai_identifier":"oai:open.uct.ac.za:11427/9040"},"canonical_url":"https://search.dev.ndltd.org/etd/cape-town/oai:open.uct.ac.za:11427/9040","repository":{"repo_id":"cape-town","name":"University of Cape Town","base_url":"https://open.uct.ac.za/oai/request"},"display":{"title":"The Volkswagen Junior World Masters 2010 - film series","abstract":"This paper describes my involvement in the Volkswagen Junior World Masters film series for 2010. A three-DVD box set is being submitting for review. In the latter sections of this document, I outline the efforts that went into writing, directing and editing these films for broadcast on international television and over the Internet. In the opening chapters I assess the marketing strategy behind the Volkswagen Junior World Masters and discuss the value of the tournament from a brand seeding perspective. I describe how our media-saturated culture is making it extremely difficult for brands to achieve saliency, particularly amongst the youth. I pay special attention to Generation Y (also known as Generation Me) asthis highly individualised group prompted Volkswagen to create a soccer showcase specifically for pre-adolescents. I demonstrate that this major brand-building endeavour is designed to groom the preteens of today into becoming the Volkswagen drivers of tomorrow. I trace the efficacy of this campaign back to the collective childhood dream of achieving global soccer stardom. By becoming an important stepping-stone in the possible fulfillment of that dream, Volkswagen is tactically aligning itself with the increasingly self-interested proclivities of Generation Me.","abstract_html":"This paper describes my involvement in the Volkswagen Junior World Masters film series for 2010. A three-DVD box set is being submitting for review. In the latter sections of this document, I outline the efforts that went into writing, directing and editing these films for broadcast on international television and over the Internet. In the opening chapters I assess the marketing strategy behind the Volkswagen Junior World Masters and discuss the value of the tournament from a brand seeding perspective. I describe how our media-saturated culture is making it extremely difficult for brands to achieve saliency, particularly amongst the youth. I pay special attention to Generation Y (also known as Generation Me) asthis highly individualised group prompted Volkswagen to create a soccer showcase specifically for pre-adolescents. I demonstrate that this major brand-building endeavour is designed to groom the preteens of today into becoming the Volkswagen drivers of tomorrow. I trace the efficacy of this campaign back to the collective childhood dream of achieving global soccer stardom. By becoming an important stepping-stone in the possible fulfillment of that dream, Volkswagen is tactically aligning itself with the increasingly self-interested proclivities of Generation Me.","abstract_has_math":false,"creators":["Pybus, Lauren"],"institution":"Centre for Film and Media Studies","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2010,"date_issued":"2010","date_published":"2010","updated_at":"2026-07-22T22:23:26Z","subjects":[],"languages":["eng"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/11427/9040","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Pybus, Lauren"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2014-11-03T08:31:33Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2014-11-03T08:31:33Z"]},{"key":"dc:date.issued","label":"Date","values":["2010"]},{"key":"dc:publisher.department","label":"Dc Publisher Department","values":["Centre for Film and Media Studies"]},{"key":"dc:publisher.institution","label":"Dc Publisher Institution","values":["University of Cape Town"]},{"key":"dc:type","label":"Dc Type","values":["Master Thesis"]},{"key":"dc:type.qualificationlevel","label":"Dc Type Qualificationlevel","values":["Masters"]},{"key":"dc:type.qualificationname","label":"Dc Type Qualificationname","values":["MA"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/11427/9040"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Includes bibliographical references."]},{"key":"dc:description.abstract","label":"Abstract","values":["This paper describes my involvement in the Volkswagen Junior World Masters film series for 2010. A three-DVD box set is being submitting for review. In the latter sections of this document, I outline the efforts that went into writing, directing and editing these films for broadcast on international television and over the Internet. In the opening chapters I assess the marketing strategy behind the Volkswagen Junior World Masters and discuss the value of the tournament from a brand seeding perspective. I describe how our media-saturated culture is making it extremely difficult for brands to achieve saliency, particularly amongst the youth. I pay special attention to Generation Y (also known as Generation Me) asthis highly individualised group prompted Volkswagen to create a soccer showcase specifically for pre-adolescents. I demonstrate that this major brand-building endeavour is designed to groom the preteens of today into becoming the Volkswagen drivers of tomorrow. I trace the efficacy of this campaign back to the collective childhood dream of achieving global soccer stardom. By becoming an important stepping-stone in the possible fulfillment of that dream, Volkswagen is tactically aligning itself with the increasingly self-interested proclivities of Generation Me."]},{"key":"dc:title","label":"Title","values":["The Volkswagen Junior World Masters 2010 - film series"]}]}],"canonical_facts":{"dc:creator":["Pybus, Lauren"],"dc:date.accessioned":["2014-11-03T08:31:33Z"],"dc:date.available":["2014-11-03T08:31:33Z"],"dc:date.issued":["2010"],"dc:description":["Includes bibliographical references."],"dc:description.abstract":["This paper describes my involvement in the Volkswagen Junior World Masters film series for 2010. A three-DVD box set is being submitting for review. In the latter sections of this document, I outline the efforts that went into writing, directing and editing these films for broadcast on international television and over the Internet. In the opening chapters I assess the marketing strategy behind the Volkswagen Junior World Masters and discuss the value of the tournament from a brand seeding perspective. I describe how our media-saturated culture is making it extremely difficult for brands to achieve saliency, particularly amongst the youth. I pay special attention to Generation Y (also known as Generation Me) asthis highly individualised group prompted Volkswagen to create a soccer showcase specifically for pre-adolescents. I demonstrate that this major brand-building endeavour is designed to groom the preteens of today into becoming the Volkswagen drivers of tomorrow. I trace the efficacy of this campaign back to the collective childhood dream of achieving global soccer stardom. By becoming an important stepping-stone in the possible fulfillment of that dream, Volkswagen is tactically aligning itself with the increasingly self-interested proclivities of Generation Me."],"dc:identifier.uri":["http://hdl.handle.net/11427/9040"],"dc:language.iso":["eng"],"dc:publisher.department":["Centre for Film and Media Studies"],"dc:publisher.institution":["University of Cape Town"],"dc:title":["The Volkswagen Junior World Masters 2010 - film series"],"dc:type":["Master Thesis"],"dc:type.qualificationlevel":["Masters"],"dc:type.qualificationname":["MA"]},"updated_at":"2026-07-22T22:23:26Z"}