Sökning: "Antonia Pumarino"

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  1. 1. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Antonia Pumarino; [2023]
    Nyckelord :Identity value; identity myth; personification; discourse advertising; social tensions; cultural branding; critical discourse analysis; Social Sciences;

    Sammanfattning : Brands have changed their approach to advertising, instead of offering products, nowadays they offer ways of living and seeing the world. To do so, they own a symbolic language which is embodied in advertising discourse. Brands aim to create more profound relationships with consumers and to concretise it, they have a variety of strategies at hand. LÄS MER