Sökning: "norm-breaking ads"

Hittade 4 uppsatser innehållade orden norm-breaking ads.

  1. 1. "Jag är inte den tjejen" : En kvalitativ fallstudie hos Gästrike Räddningstjänst

    Kandidat-uppsats, Högskolan i Gävle/Avdelningen för humaniora

    Författare :Elina Bertilsson; Jenny Korhonen; [2018]
    Nyckelord :norm; gender; norm criticism; segregation; equality of the sexes; equality; Gästrike Räddningstjänst; job advertisement; diversity; firefighter;

    Sammanfattning : Purpose: The purpose of this study is to investigate how career listings are interpreted from a recipient perspective. We intend to investigate if Gästrike Räddningstjänst’s job advertisements create ideas about the firefighter. LÄS MER

  3. 2. Non-Stereotypical Portrayals of Gender Roles in Advertising: What does it signal about the brand and does it generate social effects?

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

    Författare :Mimmi Söderberg; Julia Grönstedt; [2018]
    Nyckelord :Gender roles; Non-stereotypical advertising; Signaling; Social effects; Brand-related effects;

    Sammanfattning : While marketers still frequently rely on stereotypes when depicting women and men in advertising, research shows that challenging them can have positive brand-related and social effects. Prior research has primarily focused on physical characteristics, ethnicity or sexuality, while gender role stereotypes is an under-researched area. LÄS MER

  4. 3. Reshaping the Man in the Mirror: The effects of challenging stereotypical male portrayals in advertising

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

    Författare :Mikaela Knutson; Matilda Waldner; [2017]
    Nyckelord :norm-breaking ads; gender role stereotypes; menvertising; femvertising; firm-level effects;

    Sammanfattning : Norm-breaking gender portrayals in advertising is a relatively new phenomenon. So far, researchers have mainly focused on the implications of ads that challenge female gender role and body stereotypes; a concept known as femvertising, that has been shown to have positive effects on both brands and consumers. LÄS MER

  5. 4. Understanding the world through advertising

    Magister-uppsats, Lunds universitet/Medie- och kommunikationsvetenskap

    Författare :Lili Sapi; [2017]
    Nyckelord :Advertisement; Sweden; Multiculturalism; Immigration; Representation; Political; Engagement; Digital; Online; Facebook; Class; Qualitative research.; Social Sciences;

    Sammanfattning : This thesis explores the audience’s reactions in regards to the phenomenon of norm-breaking ads in Sweden, focusing on the representation of immigrant minorities in advertisements. The aim is to understand if, how, and why, these ads engage audiences online and offline, at a time where public interest in institutionalized politics is on the decrease. LÄS MER