Sökning: "femvertising"

Visar resultat 21 - 25 av 86 uppsatser innehållade ordet femvertising.

  1. 21. 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

  3. 22. Addressing financial gender (in)equality with advertisements - A no or a go? : A qualitative study on how the commercial bank DNB's use of femvertising influences female consumers and their image of the brand

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Elvira Nordin; Elin Nygren; [2022]
    Nyckelord :Femvertising; Femwashing; Advertising; Financial Gender Equality; Brand Image; Brand Activism; CSR;

    Sammanfattning : Whilst gender equality has moved forward in recent years in Scandinavian countries like Norway and Sweden, there are still significant financial gaps between the genders. According to several scholars, women tend to invest less than men, which leads to consequences such as women having less financial capital wealth and lower pensions. LÄS MER

  4. 23. Ansiktsmask eller antidepressiva? : En kvalitativ innehållsanalys av Therése Lindgrens skönhetsvarumärke Indy Beauty

    Kandidat-uppsats, Umeå universitet/Institutionen för kultur- och medievetenskaper

    Författare :Emilia Salmela; Ellen Mårtensson; [2022]
    Nyckelord :Indy Beauty; Therése Lindgren; social media; influencer marketing; skincare industry; relationship marketing; mental illness; femvertising; Indy Beauty; Therése Lindgren; sociala medier; influencer marketing; hudvårdsindustrin; relationsmarknadsföring; psykisk ohälsa; femvertising;

    Sammanfattning : Title: Facemasks or antidepressants?    The purpose of this study is to investigate how Indy Beauty communicates on their website and in their first campaign as a means of establishing customer involvement. Therése Lindgren is one of many influencers whom have created or acquired their own brand. LÄS MER

  5. 24. Feminism sponsrad av stereotyper : En semiotisk analys av Estrids sponsrade annonser på Instagram

    Kandidat-uppsats, Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskap

    Författare :Sara Fyhr Andersson; Emmy Grüneberger; [2022]
    Nyckelord :Feminism; femvertising; Instagram; nyliberal feminism; reklam; semiotisk analys; stereotyper;

    Sammanfattning : Femvertising är en form av reklam som ifrågasätter traditionella kvinnliga könsstereotyper. Fenomenet hyllas för att skapa positiva varumärkesattityder, men kritiseras för att budskapen i femvertising förenar och samtidigt förnekar feministisk ideologi vilket neutraliserar den politiska kraften i budskapet. LÄS MER

  7. 25. White Nicotine Pouches of Freedom?

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Malin Nilsson; Emmy Nordin; [2022]
    Nyckelord :Femvertising; Greenwashing; Healthwashing; Intention to Purchase; White Nicotine Pouches; Social Sciences;

    Sammanfattning : In today’s digital climate, consumers are constantly exposed to marketing and communication from companies and organisations. The increase in marketing has subsequently led to the birth of new, and in some cases, misleading advertising strategies, such as Greenwashing and Healthwashing. LÄS MER