Essays about: "Non-Stereotypical Advertising"
Showing result 1 - 5 of 8 essays containing the words Non-Stereotypical Advertising.
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1. Razors for all humans? A multimodal social semiotic analysis of advertising stereotypes and gender performances
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : This paper aimed to investigate how advertising stereotypes can be challenged or reproduced and how gender is performed, in the context of an allegedly non-stereotypical company. In order to investigate this matter, we conducted a multimodal social semiotic analysis of the Swedish company Estrid, whose razor blades are communicated to all humans. READ MORE
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2. Working Together? Occupational Gender Role and Age Stereotypes - A quantitative study of ad and social effects of non-stereotypical advertising portrayals
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Stereotypes are often used in advertising and research shows that it frequently occurs on the dimensions of occupational gender role and age, consequently giving rise to a variety of negative effects. A recent stream of studies has hence investigated whether the use of non-stereotypical portrayals can lead to positive ad and social effects, benefiting both consumers and marketers. READ MORE
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3. Is It Too Bold to Portray the Old?
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : A recent stream of research has investigated the use of non-stereotypical portrayals in advertising and their effects. However, an area that has not gained much research attention is that of age stereotypes. READ MORE
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4. Mad Men: Masculinity and Advertising in the #MeToo Era - A Quantitative Study of Men's Responses to Purpose-Driven Advertising that Challenges Traditional Masculinity
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Existing research shows that non-stereotypical advertising generates positive brand-related and social effects. However, there is limited research on non-stereotypical portrayals of masculinity and on non-stereotypical advertising that includes an overt call for social change. READ MORE
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5. Non-Stereotypical Portrayals of Gender Roles in Advertising: What does it signal about the brand and does it generate social effects?
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : While marketers still frequently rely on stereotypes when depicting women and men in advertising, research shows that challenging them can have positive brand-related and social effects. Prior research has primarily focused on physical characteristics, ethnicity or sexuality, while gender role stereotypes is an under-researched area. READ MORE
