000			02923nam a22002897a 4500
003			OSt
005			20250801103944.0
008			250801b |||||||| |||| 00| 0 eng d
040			_aTUPM _bEnglish _cTUPM _dTUPM _erda
050			_aBTH N 85 _bF73 2025
100			_aFrancisco, Justin I. _eauthor
245			_aTinta lokal: _ba campaign to expand and support local tattoo artist through website design and strategic promotion/ _cJustin I. Francisco and Lochlann B. Musico.--
260			_aManila: _bTechnological University of the Philippines, _c2025.
300			_a183pages: _c29cm.
336			_2rdacontent
337			_2rdamedia
338			_2rdacarrier
500			_aBachelor's thesis
502			_aCollege Of Architecture and Fine Arts.-- _bBachelor of fine arts major in advertising _cTechnological University of the Philippines, _d2025.
504			_aIncludes bibliographic references and index.
520			_aTattooed Filipinos, particularly those in customer-facing service jobs, still face hiring bias and social stigma despite the archipelago’s rich indigenous ink heritage and the popularity of body art among young adults. “Tinta Lokal” explores creative communication as a corrective by crafting an integrated advertising campaign and website for Le Fleur Tattoo Studio that celebrate tattoo artistry and normalize visible ink in professional life across diverse demographic groups. This study aims to (1) raise public awareness of tattoos as art and self-expression; (2) boost Le Fleur’s visibility and bookings; and (3) test whether strategic digital promotion can reduce negative perceptions of tattooed individuals. A mixed-methods design combined campaign development via ADDIE and AIDA, ten-week deployment of social-media ads, podcasts, testimonials, and a booking-enabled website, and pre-/post-surveys (n = 203) plus interviews (n = 10) with tattooed workers and artists. Descriptive statistics, thematic analysis, and platform analytics measured reach, engagement, and attitude change. The campaign amassed 40.3 k views (Facebook 16.9 k; TikTok 13.9 k; Instagram 9.5 k), guided 72 % of viewers to the website, and lifted booking intent to 95 %. The agreement that tattoos constitute legitimate art rose from 88 % to 96 %, while respondents hiding tattoos at work fell from 58 % to 34 %. Interviews underscored heightened confidence among artists and wearers. Story-centered digital advertising can shift social attitudes, enhance studio patronage, and strengthen professional credibility for local tattoo artists across the hospitality, retail, and creative sectors. Maintain weekly content, partner with cultural influencers, host pop-up workshops, and advocate supportive cultural policies.
650			_aTattoo stigma
650			_aBody art
650			_aCreative communication
700			_aMusico, Lochlann B. _eauthor
942			_2lcc _cBTH CAFA _n0
999			_c30624 _d30624