Sökning: "female empowerment advertising"

Visar resultat 1 - 5 av 17 uppsatser innehållade orden female empowerment advertising.

  1. 1. Från "kvinnlig frigörelse" till "blygsamma super-förebilder" : En multimodal kritisk diskursanalys av förändringar i feministiska budskap i reklam över tid

    Kandidat-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Författare :Cornelia Jensen Sten; Gabriella Åkesson; [2023]
    Nyckelord :Femvertising; feminism; advertising; discourses; postfeminism; commodity feminism; Femvertising; feminism; reklam; diskurser; postfeminism; kommodifierad feminism;

    Sammanfattning : The purpose of this paper is to research in which way feminist messages are incorporated and communicated through femvertisements from the 1970’s, 1990’s and 2010’s. In doing so our goal is to achieve an elaborated understanding of how feminism is used in advertisements as well as how these messages have changed over time. LÄS MER

  3. 2. The Perception of Femwashing - A qualitative study of how women perceive femwashing

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Anna Haggren; Jennifer Larsson; Julia Wigerdt; [2022-08-04]
    Nyckelord :Femwashing; femvertising; authenticity; transparency; consistency; relatability; female empowerment; qualitative methodology;

    Sammanfattning : Women and men are commonly seen in advertising and are frequently used to exaggerate products and encourage consumption. Studies show that such advertisements could include sexual objectification, unrealistic stereotypes, and unrealistic views of specifically women. LÄS MER

  4. 3. Be Proud of Your Menstruation! A case study of commodity feminist discourse in mainland China.

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Yiyun Zhu; [2022]
    Nyckelord :Menstruation; Femvertising; Regional adaption; Orientalism; Critical Discourse Analysis CDA ; Social Sciences;

    Sammanfattning : Adopting a critical discourse analysis approach, this study presents a case study around the “Menstruation should not be hidden” campaign launched by the Swedish brand, Libresse, in the Chinese market. With the aim to explore how does the brand strategically use female empowering discourse to construct new meanings of menstruation for a regional market, and the socio-cultural factors involved. LÄS MER

  5. 4. Values in Vogue : nylanserade Vogue Scandinavia : normbrytande eller vinstdrivande?

    Kandidat-uppsats, Lunds universitet/Journalistik

    Författare :Emma Henriksen; Sanna Persson; [2022]
    Nyckelord :Vogue Scandinavia; values; female empowerment; sustainability; discourse analysis; political economy; commodified feminism; Social Sciences;

    Sammanfattning : The newly launched Vogue Scandinavia has presented their values which we have defined as “female empowerment” and “sustainability”. This essay explores, through a qualitative content analysis and discourse analysis, how these values are expressed in the first issue and in what ways they correspond with the magazine’s content. LÄS MER

  7. 5. 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