Sökning: "Elvira Hammarström"

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  1. 1. Femvertising: Dagens fluga eller tidlös fullträff?

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Sara Eriksson; Elvira Hammarström; Ebba Otterstedt; [2022]
    Nyckelord :Femvertising; reklamattityder; motreaktion; stereotyper; kvinnlig egenmakt; replikationsstudie; ålder; Business and Economics;

    Sammanfattning : The purpose of this study is to investigate how femvertising, in specific advertising which aims to encourage female empowerment, is perceived by two generations of women and if it affects their attitudes toward an ad. The study is a replication of the previous study Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects presented by Åkestam, Rosengren and Dahlén (2017). LÄS MER