Essays about: "norm-breaking ads"

Found 3 essays containing the words norm-breaking ads.

  1. 1. Non-Stereotypical Portrayals of Gender Roles in Advertising: What does it signal about the brand and does it generate social effects?

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

    Author : Mimmi Söderberg; Julia Grönstedt; [2018]
    Keywords : Gender roles; Non-stereotypical advertising; Signaling; Social effects; Brand-related effects;

    Abstract : While marketers still frequently rely on stereotypes when depicting women and men in advertising, research shows that challenging them can have positive brand-related and social effects. Prior research has primarily focused on physical characteristics, ethnicity or sexuality, while gender role stereotypes is an under-researched area. READ MORE

  3. 2. 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

  4. 3. Understanding the world through advertising

    University essay from Lunds universitet/Medie- och kommunikationsvetenskap

    Author : Lili Sapi; [2017]
    Keywords : Advertisement; Sweden; Multiculturalism; Immigration; Representation; Political; Engagement; Digital; Online; Facebook; Class; Qualitative research.; Social Sciences;

    Abstract : This thesis explores the audience’s reactions in regards to the phenomenon of norm-breaking ads in Sweden, focusing on the representation of immigrant minorities in advertisements. The aim is to understand if, how, and why, these ads engage audiences online and offline, at a time where public interest in institutionalized politics is on the decrease. READ MORE