Essays about: "Sarah Wiggins"

Found 1 essay containing the words Sarah Wiggins.

  1. 1. Mad Men: Masculinity and Advertising in the #MeToo Era - A Quantitative Study of Men's Responses to Purpose-Driven Advertising that Challenges Traditional Masculinity

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

    Author : Julia Zilkens; Sarah Wiggins; [2019]
    Keywords : Purpose-Driven Advertising; Non-Stereotypical Advertising; #MeToo Movement; Masculinity; Social Effects;

    Abstract : Existing research shows that non-stereotypical advertising generates positive brand-related and social effects. However, there is limited research on non-stereotypical portrayals of masculinity and on non-stereotypical advertising that includes an overt call for social change. READ MORE