Sökning: "narrative advertising"

Visar resultat 6 - 10 av 36 uppsatser innehållade orden narrative advertising.

  1. 6. Parfymreklamens essens : En uppsats om parfymreklams utformning genom historien, ur ett normkritiskt perspektiv

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

    Författare :Emilia Belokozovska; [2022]
    Nyckelord :grafisk design; parfymvarumärke; narrativ; visuell retorik; semiotik; reklam; marknadsföring; stereotyper; könsstereotyper; normkritik;

    Sammanfattning : This essay examines how gender stereotypes have been portrayed and represented in perfume advertising. With a historical overview this essay will shed light on the development of perfume advertising. LÄS MER

  3. 7. Stories in product descriptions - How advertising creativity in narrative advertising affects consumer responses

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Albert Bäckman; Eden Lev; [2022]
    Nyckelord :Narrative advertising; Advertising creativity; Product descriptions; Transportation theory; Product stories;

    Sammanfattning : Narrative advertising, ads that contain events, characters, and a plot (Boller & Olson, 1991a) has become widely popular among marketers. Simultaneously, advertising creativity, known as how original or relevant an ad is (Rosengren, Eisend, Koslow, & Dahlen, 2020), has been said to be the most important tool in a marketer's arsenal (Reid, King, & Delorme, 1998). LÄS MER

  4. 8. Elicitation of emotions in advertising film : Analysis of the emotional response regarding different lengths of an emotionally based narrative commercial.

    Kandidat-uppsats, Högskolan Dalarna/Institutionen för kultur och samhälle

    Författare :Fredrik Gustafson; [2021]
    Nyckelord :Emotion; advertising film; film editing;

    Sammanfattning : In a world that is moving towards more mobile viewing, and shorter ad formats –the filmmaker must adapt. A lot of advertisers now ask for video which is originally created for a longer format, to be adapted into a shorter format. LÄS MER

  5. 9. The door's open, but the ride ain't free : En studie av den stereotypa ensamresenären och hur resande kvinnor förhåller sig till det narrativet

    Kandidat-uppsats, Uppsala universitet/Institutionen för kulturantropologi och etnologi

    Författare :Johanna Wester; [2021]
    Nyckelord :etnologi; resenäring; turism; narrativ; berättelse; genus; kön; makt; bild; film; feminism; reklam;

    Sammanfattning : This ethnological bachelor level essay investigates how the travel and film industry portrays women travelling alone, and the possible effect that portrayal has on women who might be prone to do just that. My thesis is that some established truths are hinted at when it comes to both travel advertising and Western popular culture, such as the classical vagabond being a man. LÄS MER

  7. 10. I själen alltid ren : En multimodal kritisk diskursanalys av hur det goda livet porträtteras i reklam för hemstädning i Sverige

    Master-uppsats, Södertörns högskola/Genusvetenskap

    Författare :Nora Löfholm; [2021]
    Nyckelord :Det goda livet; Cruel optimism; hemstädning; affektteori; reproduktivt arbete; temporalitet;

    Sammanfattning : This thesis explores how visions of the good life, as understood by Lauren Berlant, communicate through advertising for home cleaning services in a Swedish context. With an ambition to map out how life is portrayed in these commercials this thesis wants to shed light on how these portrayals of life can be understood as the good life and in turn, how they reproduce structures of power. LÄS MER