Essays about: "Femvertising"

Showing result 16 - 20 of 26 essays containing the word Femvertising.

1. 16. 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

3. 17. “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

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

   University essay from 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

5. 19. "This team wins, everyone wins" A critical analysis of femvertising techniques and mediated discourses in Nike advertisements featuring the US Women’s National Soccer Team during World Cup year 2019

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

   Author : Hanna Terry; [2019]
   Keywords : Gender roles; Media; Feminism; Post-feminism; Femvertising; Discourse; Soccer; Nike;

   Abstract : Nike has long been considered in the sports and advertising world as being a “champion” for women’s empowerment. Since their shift towards female-centred marketing for their sub-brand in 1987, Nike has been at the forefront of women-specific sports products and advertising, and has received many accolades for their female-centred advertising messages (Flynn, 2015). READ MORE

6. 20. Empowered Women - Empowered Sales? The Effect of Femvertising on Consumers’ Attitudes towards the Ad, Brand Gender Perception, and Purchase Intention

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Imke van Deest; Bettina van der Stelt; [2019]
   Keywords : femvertising; advertising; brand gender; purchase intention; consumer perception; Business and Economics;

   Abstract : The purpose of this study is (1) to investigate the direct influence of femvertising on female consumers’ attitudes towards the ad, brand gender perception as well as purchase intention and (2) to test the indirect effect of femvertising through attitudes towards the ad and brand gender perception on purchase intention. This study used a random independent group design, assigning the survey respondents into two groups, which were either exposed to a femvertising ad or to a traditional advertising. READ MORE