Essays about: "print advertising"

Showing result 1 - 5 of 33 essays containing the words print advertising.

1. 1. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Bjarke Røn Knudsen; [2022]
   Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

   Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

3. 2. Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria : A case of Kaufland Bulgaria

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Simeon Kovachki; Ventsislav Marinov; [2018]
   Keywords : Advertising; Marketing; Traditional Advertising; Non-Traditional Advertising; Communication Process; Decision-Making Process; Perceptions;

   Abstract : Title: Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria. READ MORE

4. 3. 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

5. 4. The Future of the New Media Economy : exploring the entangling identities of advertising and journalism professionals via the phenomenon of native advertising

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap

   Author : Alicia Gant; [2018]
   Keywords : Marketization of Journalism; Native Advertising; Political Economy of Media; Democracy; Professional Identity; Interpretative Repertoires; Social Sciences;

   Abstract : This thesis explores the relationship between journalism and advertising from the individual professional’s perspective. In-depth qualitative interviews with a total of eleven individuals currently working in Sweden or Denmark as either journalists or advertising, marketing and public relations professionals have been conducted, in which native advertisements have been shown and discussed. READ MORE

6. 5. “Less Is More, Forget The Mass” : An Explorative Study on Product Transformation Strategies for Subscription-first Newspapers

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Isabella Frank; [2018]
   Keywords : Newspapers; business models; subscription; online revenue; readership; online journalism;

   Abstract : The competitive market of the newspaper industry has undergone considerable changes driven by new technology, the internet and changing audience behavior. The industry is facing two current crises, the decline in print and advertising revenues, and at the same time, the growth of free online content. READ MORE