Essays about: "femvertising"

Showing result 1 - 5 of 9 essays containing the word femvertising.

  1. 1. What do consumers say? : Exploring Consumers' Opinion on Femvertising in Fashion

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi; Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Anjali Acharya; Lycke Ristimäki; [2019]
    Keywords : femvertising; consumer opinion; fashion advertising; social effects; feminism; gender role;

    Abstract : Fashion advertising has long been repudiated for fostering narrow and stereotypical imagery of women. Today consumers demand advertisements to be inclusive and real in their portrayals. READ MORE

  2. 2. Empowered Women - Empowered Sales? The Effect of Femvertising on Consumers’ Attitudes towards the Ad, Brand Gender Perception, and Purchase Intention

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Imke van Deest; Bettina van der Stelt; [2019]
    Keywords : femvertising; advertising; brand gender; purchase intention; consumer perception; Business and Economics;

    Abstract : The purpose of this study is (1) to investigate the direct influence of femvertising on female consumers’ attitudes towards the ad, brand gender perception as well as purchase intention and (2) to test the indirect effect of femvertising through attitudes towards the ad and brand gender perception on purchase intention. This study used a random independent group design, assigning the survey respondents into two groups, which were either exposed to a femvertising ad or to a traditional advertising. READ MORE

  3. 3. Feminism in the name of sports - A Multimodal Critical Discourse Analysis of Nike’s and Under Armour’s “femvertising” campaigns "Dream Crazier" and "Unlike Any"

    University essay from Malmö universitet/Kultur och samhälle

    Author : Alexandra Greska; [2019]
    Keywords : Female athletes; Gender discrimination; Sports advertising; Nike; Under Armour; Multimodal Critical Discourse Analysis; Post-feminism; Intersectional feminism;

    Abstract : The purpose of this thesis is to examine how female athletes are represented in Nike's and Under Armour's "femvertising" campaigns "Dream Crazier" (2019) and "Unlike Any" (2017). At first, the narrative and visual strategies of the Dream Crazier campaign video and the Unlike Any campaign video are comparatively analyzed. READ MORE

  4. 4. Femvertising as a resource of meaning-making and identity negotiation – A consumer cultural perspective

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Jingnan Lin; [2019]
    Keywords : Femvertising; Advertising; Cultural branding; Postfeminism; Gender Stereotypes; Consumer culture theory; Meaning-making; Identity construction; Social Sciences;

    Abstract : There is a tendency for organizations to draw on social and political issues to make brands relevant to consumers, among which the appropriation of women empowerment discourse has attracted considerable attention because of its success in practice. Give the paucity of studies both in strategic communication to evaluate consumers responses to organizations’ communication strategies and in advertising studies to examine the emerging form of advertising to empower women, this study focuses on femvertising from consumers’ perspective. READ MORE

  5. 5. The period is political - Activist advertising of female sanitary products

    University essay from Malmö universitet/Kultur och samhälle

    Author : Amanda Pettersson; [2018]
    Keywords : Femvertising; feminist advertising; female sanitary products; menstruation; discourse analysis; Sweden; Postfeminism;

    Abstract : This thesis aims to understand the use of political messages as part of a branding strategy through a discourse analysis. The empirical material consists of two campaigns advertising female sanitary products; Always #LikeAGirl (2014) and Libresse Blood Normal (2017), with a purpose to understand the incorporation and the adaptation of activist and feminist discourse in these commercial campaigns. READ MORE