Essays about: "Multicultural advertising"

Found 2 essays containing the words Multicultural advertising.

  1. 1. Do we want to see the whole picture? - A study of multicultural portrayals in advertising, extended effects and the cultural context

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

    Author : Oscar Theblin; Rebecca Aflaki; [2017]
    Keywords : Cultural cues; Congruity theory; Empathy; Extended advertising effects; Multicultural advertising;

    Abstract : Over the last decades, globalization has driven demographic change in societies around the world. This shift demand marketers' attention in assessing the implications that may follow from a more ethnically diverse marketplace. READ MORE

  3. 2. Non-stereotypical advertising - Everyone's included?

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Emma Holmberg; Melinda Holm; [2017]
    Keywords : Postcolonialism; stereotypes; semiotic resources; intersectional awareness; non-stereotypical advertising; Social Sciences;

    Abstract : The study aims to problematize the new marketing trend of non-stereotypical advertising from a postcolonial perspective and to contribute with knowledge on how Western power structures influence non-stereotypical advertising. Much of the research on the topic of advertising has focused on its effectiveness. READ MORE