Essays about: "menvertising"

Found 1 essay containing the word menvertising.

  1. 1. Reshaping the Man in the Mirror: The effects of challenging stereotypical male portrayals in advertising

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

    Author : Mikaela Knutson; Matilda Waldner; [2017]
    Keywords : norm-breaking ads; gender role stereotypes; menvertising; femvertising; firm-level effects;

    Abstract : Norm-breaking gender portrayals in advertising is a relatively new phenomenon. So far, researchers have mainly focused on the implications of ads that challenge female gender role and body stereotypes; a concept known as femvertising, that has been shown to have positive effects on both brands and consumers. READ MORE