Essays about: "Femvertising"

Showing result 1 - 5 of 13 essays containing the word Femvertising.

  1. 1. The best a brand can be? P&G’s femvertising meeting hegemonic masculinity

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Patricia Agudelo; [2020]
    Keywords : Femvertising; Feminist Critical Discourse Analysis; Hegemonic masculinity; Multimodal Discourse Analysis; P G; Power; Foucault.; Social Sciences;

    Abstract : This thesis uses Feminist Critical Discourse Analysis and Multimodal Discourse Analysis to study how a house of brands, like Procter & Gamble (P&G), handles femvertising, that it is produced by its own brands. The paper analyses the phenomenon using examples from commercials that belong to P&G’s #WeSeeEqual campaign and the controversial commercial video from Gillette The best men can be. READ MORE

  2. 2. Mundane Resistance to Feminism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sofie Tersmeden; Frida Andersson; [2020]
    Keywords : Feminism; Femvertising; Mundane Resistance; Brand Activism; Male Perspective; Business and Economics;

    Abstract : Title: Mundane Resistance to Feminism - Exploring men’s resistance to feminism through femvertising commercials Date of the Seminar: 2020-06-05 Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master Level Authors: Frida Andersson & Sofie Tersmeden Supervisor: Peter Svensson Key words: Feminism, Femvertising, Mundane Resistance, Brand Activism, Male Perspective. Thesis purpose: The purpose of this thesis is to investigate how men express mundane resistance to feminism, when being exposed to femvertising. READ MORE

  3. 3. The Power of “The New Order” – Masculinity at Stake

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sara Samuelsson; Johanna Alvarson; [2020]
    Keywords : Femvertising; The New Order; Reconstructing Masculinity; Hegemonic Masculinity; Inclusive Masculinity; Business and Economics;

    Abstract : Title: The Power of “The New Order” – Masculinity at Stake. Exploring the reconstruction of masculinity as a response to femvertising Date of Seminar: 5th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Johanna Alvarson and Sara Samuelsson Supervisor: Peter Svensson Keywords: Femvertising, The New Order, Reconstructing Masculinity, Hegemonic Masculinity, Inclusive Masculinity Thesis Purpose: The purpose of this study was to investigate how men reconstruct their masculinity when experiencing and discussing femvertising, which attempt to challenge current gender roles and support women with feminist messages. READ MORE

  4. 4. “We Always Have to be the Nice Ones, be the Ladies”: A Postfeminist Analysis of how Sports Marketing Reflects Female Athletes’ Lived Experiences

    University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Author : Veronika Mirkovic; [2020]
    Keywords : media representations; sportswomen; gender; advertising; Nike; postfeminist critique;

    Abstract : Current debates about representations of female athletes in the media consist mainly of textual analyses research produced by scholars who observe the topic from different theoretical frameworks. To better comprehend the relation between women athletes and media’s representation of them, in particularly advertising, this thesis aims to converse with up-and-coming professional and collegiate sportswomen as a way to examine what kind of correlation, if any, there is between sports commercials’ portrayals of female athletes and their actual reality. READ MORE

  5. 5. What do consumers say? : Exploring Consumers' Opinion on Femvertising in Fashion

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi; Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Anjali Acharya; Lycke Ristimäki; [2019]
    Keywords : femvertising; consumer opinion; fashion advertising; social effects; feminism; gender role;

    Abstract : Fashion advertising has long been repudiated for fostering narrow and stereotypical imagery of women. Today consumers demand advertisements to be inclusive and real in their portrayals. READ MORE