Essays about: "controversial advertising"

Showing result 1 - 5 of 10 essays containing the words controversial advertising.

1. 1. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.

   University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Merel Cheng; Lisa Frommann; [2023]
   Keywords : Gillette; advertising; advertisement; marketing; brand; gender; masculinity; backlash;

   Abstract : Background:  The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. READ MORE

3. 2. Keep calm and Die : Political satire in advertising, lessons from Slovakia

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Kristina Talabova; [2020]
   Keywords : Political satire; Advertising; Attitudes; Marketing Communications; Millennials;

   Abstract : Background: In the age of Millennials, when traditional advertising no longer holds the same power as before, an interesting trend has developed. Controversial politicians are on the rise and for-profit companies are starting to realize the opportunity to reach the hearts of Millennials with the use of political satire in advertising. READ MORE

4. 3. Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Anne-Gabrielle Hoarau; Lara Gendre; Victor Ricard; [2018]
   Keywords : Viral Marketing; Word-Of-Mouth; Advertisement; Controversy; Influence; Self-Congruence;

   Abstract : Background:               Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond.   Purpose:          The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial. READ MORE

5. 4. Retouched! A quantitative study on how the digital modification of models in print advertisements affects consumer reactions

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

   Author : Madalina Kmen; Andrea Weinzirl; [2013]
   Keywords : retouching; advertising effectiveness; female model attractiveness; Photoshop practices; decorative models;

   Abstract : The display of highly attractive models in advertising and the negative psychological effects the exposure to such unattainable beauty ideals has on consumers is a controversial topic that is widely discussed in literature. Current scandals related to digitally manipulating models fuel the debate. READ MORE

6. 5. Consumer Attitudes towards Subliminal Advertising : Focus on the Use of Product Placement

   University essay from Karlstads universitet/Avdelningen för företagsekonomi

   Author : Pooriphong Nilcham; [2013]
   Keywords : Subliminal Messages; Subliminal advertising; Product placement; Consumer attitude; Perception; Consumer behavior; Purchasing decision;

   Abstract : This thesis is a study about subliminal messages and consumer attitudes towards the use of product placement as subliminal advertising and their behaviors afterwards. The effects of subliminal advertising have been ambiguous and controversial for a long time. READ MORE