Sökning: "gender language advertising"
Visar resultat 1 - 5 av 12 uppsatser innehållade orden gender language advertising.
1. “Visa dem vad galen kan göra” : En multimodal kritisk diskursanalys av Nikes reklamfilm“Dream Crazier”
Kandidat-uppsats, Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskapSammanfattning : The purpose of this study is to analyze how female athletes are constructed in advertising that uses femvertising. This is done through a multimodal critical discourse analysis of Nike´s commercial “Dream Crazier” to understand which signs, in the form of participants, language, attributes and color which acts as semiotic resources to create meaning. LÄS MER
2. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society
Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : 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
3. ”Kvinnokroppen. Så stark och livskraftig, samtidigt så väldigt omdebatterad” En kvalitativ diskursanalys av marknadsföring genom ett postfeministiskt perspektiv
Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : Syftet med denna kvalitativa diskursanalys är att studera hur feministiska diskurser framträder i porträtteringen av kvinnor i västerländsk reklam. Studien syftar till att bidra med kunskap om hur feministiska diskurser påverkar digital marknadsföring samt att bidra med kunskap till forskningsområdet varufeminism och varumärkesaktivism. LÄS MER
4. Hur representeras genus i webbshoppen på klädföretaget I Can I Will? : En kvantitativ och kvalitativ analys med fokus på kroppspositivitet
Kandidat-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)Sammanfattning : This paper uses a quantitative and qualitative approach to analyze whether the Swedishfitness clothing brand I Can I Will’s representation in their online shop corresponds with theirspoken concept of being a brand for everyone who works out regardless if you are training togain strength, change your looks or just because you enjoy it. The quantitative analysisinvestigates the models length compared to height statistics around the world, and theirclothing size relative to social norms about the ideal body. LÄS MER
5. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement
Master-uppsats, Göteborgs universitet/Graduate SchoolSammanfattning : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. LÄS MER