Essays about: "Jingnan Lin"

Found 1 essay containing the words Jingnan Lin.

  1. 1. 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