Essays about: "advertising of global brands"

Showing result 1 - 5 of 8 essays containing the words advertising of global brands.

1. 1. Be Proud of Your Menstruation! A case study of commodity feminist discourse in mainland China.

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Yiyun Zhu; [2022]
   Keywords : Menstruation; Femvertising; Regional adaption; Orientalism; Critical Discourse Analysis CDA ; Social Sciences;

   Abstract : Adopting a critical discourse analysis approach, this study presents a case study around the “Menstruation should not be hidden” campaign launched by the Swedish brand, Libresse, in the Chinese market. With the aim to explore how does the brand strategically use female empowering discourse to construct new meanings of menstruation for a regional market, and the socio-cultural factors involved. READ MORE

3. 2. Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study

   University essay from Umeå universitet/Företagsekonomi

   Author : Margot Descouens; Valentine Gerbault; [2021]
   Keywords : femvertising; social brand activism; purplewashing; Generation Y; social media; Instagram; cosmetics industry;

   Abstract : In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. READ MORE

4. 3. Exploring Generation Z Consumers' Attitudes towards Sustainable Fashion and Marketing Activities regarding Sustainable Fashion

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Younan Liu; Ye Hei; [2021]
   Keywords : Fashion marketing; Generation Z; Fashion consumption; Sustainable fashion; Sustainable fashion marketing;

   Abstract : Background: Recently, the fashion industry has demonstrated a strong interest in sustainability and environmental issues. The sustainable fashion industry has enormous potential, and practical products are attracting Generation Z's environmentally conscious buyers. READ MORE

5. 4. Why we trust What we trust

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sofi Hagander; Hampus Harrysson; [2020]
   Keywords : Brand Trust; Financial Services; Non-traditional Advertising; Consumption Values; Generation X and Y; Business and Economics;

   Abstract : Title: Why we trust What we trust Seminar date: 2020-06-04 Course: BUSN39 Degree project in Global Marketing, 15 credits Authors: Sofi Hagander & Hampus Harrysson Supervisor: Veronika Tarnovskaya Keywords: Brand Trust, Financial Services, Non-traditional Advertising, Consumption Values, Generation X and Y Thesis purpose: Aims to enrich the understanding of how non-traditional advertising in financial services affects consumers' brand trust and if this perception differs between the generational cohorts X and Y. Methodology: This study is based on a philosophy of social constructionism. READ MORE

6. 5. Concepts that influence users’ feeling of non-intrusiveness in native advertising : A quantitative study testing the conceptualization of   effective native advertisements’ influence on users’ feeling of non-intrusiveness

   University essay from Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO)

   Author : Adam Wetterstrand; Albin Fransson; Julius Nordmark; [2019]
   Keywords : Native advertising; non-intrusiveness; digital marketing; contextual relevance; transparency; informational appeal; emotional appeal; personalized advertising;

   Abstract : Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). READ MORE