Essays about: "Femvertising"

Showing result 21 - 25 of 26 essays containing the word Femvertising.

1. 21. Femvertising as a resource of meaning-making and identity negotiation – A consumer cultural perspective

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Jingnan Lin; [2019]
   Keywords : Femvertising; Advertising; Cultural branding; Postfeminism; Gender Stereotypes; Consumer culture theory; Meaning-making; Identity construction; Social Sciences;

   Abstract : There is a tendency for organizations to draw on social and political issues to make brands relevant to consumers, among which the appropriation of women empowerment discourse has attracted considerable attention because of its success in practice. Give the paucity of studies both in strategic communication to evaluate consumers responses to organizations’ communication strategies and in advertising studies to examine the emerging form of advertising to empower women, this study focuses on femvertising from consumers’ perspective. READ MORE

3. 22. Femvertising and its effects on brand image: A study of men’s attitude towards brands pursuing brand activism in their advertising

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Camilla Jacobson; Loubna Katalin Abdallah; Djenane Liasse; Elisabet Lund; [2018]
   Keywords : Brand image; brand activism; femvertising; attitudes toward advertisements Aad ; attitudes toward brands Ab ; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to investigate how brand activism in advertisements (specifically femvertising in this case) affects male consumers’ attitudes towards the brand behind the advertisement Methodology: The study is of qualitative nature, using primary and secondary data. Secondary data were gathered from academic journals forming the foundation for the theoretical framework. READ MORE

4. 23. The period is political - Activist advertising of female sanitary products

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

   Author : Amanda Pettersson; [2018]
   Keywords : Femvertising; feminist advertising; female sanitary products; menstruation; discourse analysis; Sweden; Postfeminism;

   Abstract : This thesis aims to understand the use of political messages as part of a branding strategy through a discourse analysis. The empirical material consists of two campaigns advertising female sanitary products; Always #LikeAGirl (2014) and Libresse Blood Normal (2017), with a purpose to understand the incorporation and the adaptation of activist and feminist discourse in these commercial campaigns. READ MORE

5. 24. Reshaping the Man in the Mirror: The effects of challenging stereotypical male portrayals in advertising

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Mikaela Knutson; Matilda Waldner; [2017]
   Keywords : norm-breaking ads; gender role stereotypes; menvertising; femvertising; firm-level effects;

   Abstract : Norm-breaking gender portrayals in advertising is a relatively new phenomenon. So far, researchers have mainly focused on the implications of ads that challenge female gender role and body stereotypes; a concept known as femvertising, that has been shown to have positive effects on both brands and consumers. READ MORE

6. 25. Who run the world? Girls! - A quantitative study of the effect of femvertising on women

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Desirée Hylander; Elin Svanberg; [2016]
   Keywords : Femvertising; Stereotypes; Extended effects; Attitude; Third person effect;

   Abstract : Femvertising is a relatively new concept referring to female empowerment advertising. It has gained not only more attention and exposure within advertising (e.g. Dove's Real Beauty, Always' Like A Girl, and Lindex' Bravolution), but has also proven to be financially effective for firms. READ MORE