Essays about: "femvertising"

Showing result 1 - 5 of 18 essays containing the word femvertising.

  1. 1. The Appropriation of Feminist Values in Multi-Level-Marketing Distribution Networks

    University essay from

    Author : Angelica Ferneborg; Marie Amminger; [2021]
    Keywords : Multi-Level Marketing; MLM-Networks; Femvertising; Feminist Media Theory; Relational Agency; Feminist Values; Critical Discourse Analysis;

    Abstract : The aim of this thesis is to investigate the communicative and discursive practices used by Multi-Level Marketing (MLM) networks when marketing their network to women as both a business opportunity and as a sisterhood, in order to start and contribute to the conversation regarding the relatively unsupervised communicative practices and their potential effects of MLM distribution networks. By conducting an extensive qualitative analysis on eighteen group call videos posted publicly on YouTube by affiliates of six different MLM networks, this thesis examines the marketing practices used to appropriate feminist values in order to recruit women and sell products. READ MORE

  2. 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

  3. 3. More Skilled and Aware: How Non-Stereotyped Occupational Gender Portrayals Impact Cognitive Performance and Judgements of Competence

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

    Author : Gisela Gardelius; Hanna Kopelman; [2021]
    Keywords : Advertising; Femvertising; Gender Stereotypes; Dunning-Kruger Effect; Performance Estimates;

    Abstract : This research investigated whether non-stereotyped occupational gender portrayals in advertising can impact men and womens' cognitive performance and ability to form accurate judgements of competence. T-test revealed that this may well be the case, although the effects varied between genders. READ MORE

  4. 4. Goals, Goals, Goals! A critical discourse analysis of female empowerment in Bianca Ingrosso's YouTube vlogs

    University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Author : Vera Mohlin; [2021]
    Keywords : female empowerment; postfeminism; influencers; femvertising; media visibility; youtube;

    Abstract : This qualitative study investigates the incorporation of female empowerment discourses in Swedish lifestyle influencer Bianca Ingrosso’s YouTube vlogs. The aim of the study is to gain a better understanding of what it means to be a feminist in the current Swedish media moment, where the influencer industry is a commonly found subject for debates concerning the tensions between feminism and postfeminism. READ MORE

  5. 5. The best a brand can be? P&G’s femvertising meeting hegemonic masculinity

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Patricia Agudelo; [2020]
    Keywords : Femvertising; Feminist Critical Discourse Analysis; Hegemonic masculinity; Multimodal Discourse Analysis; P G; Power; Foucault.; Social Sciences;

    Abstract : This thesis uses Feminist Critical Discourse Analysis and Multimodal Discourse Analysis to study how a house of brands, like Procter & Gamble (P&G), handles femvertising, that it is produced by its own brands. The paper analyses the phenomenon using examples from commercials that belong to P&G’s #WeSeeEqual campaign and the controversial commercial video from Gillette The best men can be. READ MORE