Sökning: "Patricia Agudelo"

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  1. 1. The best a brand can be? P&G’s femvertising meeting hegemonic masculinity

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Patricia Agudelo; [2020]
    Nyckelord :Femvertising; Feminist Critical Discourse Analysis; Hegemonic masculinity; Multimodal Discourse Analysis; P G; Power; Foucault.; Social Sciences;

    Sammanfattning : This thesis uses Feminist Critical Discourse Analysis and Multimodal Discourse Analysis to study how a house of brands, like Procter & Gamble (P&G), handles femvertising, that it is produced by its own brands. The paper analyses the phenomenon using examples from commercials that belong to P&G’s #WeSeeEqual campaign and the controversial commercial video from Gillette The best men can be. LÄS MER