{"id":100246344,"date":"2026-01-09T08:39:55","date_gmt":"2026-01-09T07:39:55","guid":{"rendered":"https:\/\/www.fh-joanneum.at\/?post_type=project&#038;p=100246344"},"modified":"2026-01-09T08:39:55","modified_gmt":"2026-01-09T07:39:55","slug":"cultural-competence-in-directing-streetwear-brand-communication-in-advertising-films","status":"publish","type":"project","link":"https:\/\/www.fh-joanneum.at\/en\/project\/cultural-competence-in-directing-streetwear-brand-communication-in-advertising-films\/","title":{"rendered":"Cultural Competence in\u00a0Directing Streetwear\u00a0Brand Communication in Advertising Films\u00a0"},"content":{"rendered":"<div class=\"wp-block-sidebar-layout-container margin-bottom-normal\">\n    <div\n        class=\"container-lg\"\n        style=\"--bs-gutter-x: 0;\"\n    >\n        <div\n            class=\"row\"\n            style=\"--bs-gutter-x: 0;\"\n        >\n            \n<div class=\"col-12 col-md-3 order-1 order-md-0 sidebar\">\n            \n<div\n    id=\"\"\n    class=\"wp-block-institute-card margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n                                    <div class=\"row justify-content-around\">\n                    <div class=\"col-8 col-sm-6 col-md-12\">\n                        <a\n        class=\"medien-und-design institute-card\"\n        href=\"https:\/\/www.fh-joanneum.at\/institut\/design-kommunikation\/\"\n        target=\"_self\"\n    >\n                            <div class=\"major-bg-color\">\n            <div class=\"wrapper\">\n                <div class=\"header\">\n                    <span>Institute<\/span>\n                <\/div>\n                <h4>Design &amp; Kommunikation<\/h4>\n            <\/div>\n        <\/div>\n            <span><\/span>\n                    <\/a>\n                    <\/div>\n                <\/div>\n                        <\/div>\n<\/div>\n\n\n<div id=\"\" class=\"wp-block-fact-box margin-bottom-normal\">\n  <div class=\"container-lg\">\n        <div class=\"row justify-content-around\">\n            <div class=\"col-8 col-sm-6 col-md-12\">\n                <div class=\"card border border-light p-3\">\n                    <ul class=\"list-unstyled mb-0\">\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Bachelor\u2019s thesis\n                          <\/div>\n                          <div class=\"value fw-bold\">Cultural Competence in Directing Streetwear Brand Communication in Advertising Films  An Investigation into the Importance of Authentic Content  <\/div>\n                        <\/li>\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Autor\n                          <\/div>\n                          <div class=\"value fw-bold\">Noah Bonevie<\/div>\n                        <\/li>\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Supervisor\n                          <\/div>\n                          <div class=\"value fw-bold\">Christoph Neuhold <\/div>\n                        <\/li>\n                                              <li\n                          class=\"\"\n                        >\n                          <div class=\"label mb-1\">\n                            Study track\n                          <\/div>\n                          <div class=\"value fw-bold\">Information Design<\/div>\n                        <\/li>\n                                          <\/ul>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div\n        id=\"\"\n        class=\"wp-block-person-card margin-bottom-normal\"\n    >\n        <div class=\"container-lg\">\n            <div class=\"row justify-content-around\">\n                <div class=\"col-8 col-sm-6 col-md-12\">\n                    <a href=\"https:\/\/www.fh-joanneum.at\/en\/university\/person\/christoph-neuhold\"\n    class=\"person-card\">\n    <div class=\"border border-light h-100\">\n\n        <div class=\"image-wrapper\">\n            <picture>\n        <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/online.fh-joanneum.at\/JOANNEUMonline\/visitenkarte.showImage?pPersonenGruppe=3&amp;pPersonenId=B72C6242FA961F93\"\n        alt=\"\"\n        title=\"\"\n                 onerror=\"this.src = 'https:\/\/www.fh-joanneum.at\/app\/themes\/fh\/public\/images\/avatar_dummy.e5edf9.png'\"     >\n<\/picture>\n\n        <\/div>\n        <div class=\"p-2 p-xl-3\">\n                        <h6>Christoph Neuhold<\/h6>\n                            <p class=\"mb-1 hyphens\"> MA<\/p>\n                        <p class=\"mb-0 hyphens\">\n              Lecturer (FH)\n            <\/p>\n        <\/div>\n    <\/div>\n<\/a>                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n\n\n<\/div>\n\n\n<div class=\"d-none d-md-flex col-md-1 seperator-column\"><\/div>\n<div class=\"col-12 col-md-8 order-0 order-md-1\">\n    \n<div\n    id=\"\"\n    class=\"wp-block-intro-text margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col\">\n                <div class=\"major-text-color fst-italic\"><p>Noah Bonevie examines cultural competence in directing streetwear commercials in his bachelor\u2019s thesis.<\/p>\n<\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"\" class=\"wp-block-text-content margin-bottom-normal\">\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col\">\n                <p>This bachelor&rsquo;s thesis explores the role of cultural competence in directing streetwear brand communication in advertising films. The aim was to analyse the importance of authentic content and discuss whether directors need to be part of a cultural group to convey this content credibly or if it is sufficient to immerse themselves in a culture. To verify the findings, a campaign video for a local streetwear brand was produced. This work illustrates the importance of cultural understanding and highlights potential challenges that may arise when cultural norms are not considered. The results of this study contribute to enhancing cultural authenticity and the effectiveness of brand communication in advertising films.  <\/p>\n\n            <\/div>\n        <\/div>\n            <\/div>\n<\/div>\n\n\n<div\n    id=\"\"\n    class=\"wp-block-image-slider margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col-12\">\n                <div class=\"swiper-outer-wrapper\">\n                    <div class=\"image-header\">\n                        <div class=\"swiper-navigation\">\n                            <div class=\"swiper-button-prev-custom\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M8 13L2 7L8 1\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                            <\/div>\n                            <div class=\"swiper-button-next-custom\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M1 1L7 7L1 13\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                            <\/div>\n                        <\/div>\n                    <\/div>\n                    <div class=\"swiper image-slider-swiper\">\n                        <div class=\"swiper-wrapper\">\n                                                                                                <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1-576x317.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1-768x423.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1-768x423.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1-1024x563.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1-1024x563.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1134px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1134px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_1.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Noah Bonevie<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7-576x317.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7-768x423.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7-768x423.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7-1024x563.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7-1024x563.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1134px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1134px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_7.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Noah Bonevie<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8-576x317.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8-768x423.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8-768x423.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8-1024x563.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8-1024x563.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1134px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1134px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_8.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Noah Bonevie<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_9-576x317.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_9-768x423.jpg 2x\"\n            \/>\n                   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<source\n                media=\"(max-width: 1134px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_9.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_9.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_9.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Noah Bonevie<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_2-576x317.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_2-768x423.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_2-768x423.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_2-1024x563.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_2-1024x563.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2026\/01\/FH-JOANNEUM_IND21_Bonevie_Noah_Bakkarbeit_WEB_2.jpg 2x\"\n            \/>\n                   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class=\"text-muted mt-2\">\u00a9 Noah Bonevie<\/p>\n                                                                            <\/div>\n                                                                                    <\/div>\n                    <\/div>\n\n                    <div class=\"swiper-navigation-pagination\">\n                        <div class=\"swiper-button-prev-custom\">\n                            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M8 13L2 7L8 1\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                        <\/div>\n                        <div class=\"swiper-pagination\"><\/div>\n                        <div class=\"swiper-button-next-custom\">\n                            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M1 1L7 7L1 13\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<\/div>\n\n\n        <\/div>\n    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