Femvertising and authenticity: a fragile equilibrium: analysis of mixed audience reactions to female empowerment advertisements
Bucci, Matilde (A.A. 2022/2023) Femvertising and authenticity: a fragile equilibrium: analysis of mixed audience reactions to female empowerment advertisements. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 153. [Master's Degree Thesis]
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Abstract/Index
Brand activism, the feminist movement, and the use of femvertising to support it. Brand activism: the mirror of a changing society. Evolution and social battles of the feminist movement. Main communication media used by the waves of the feminist movement. Femvertising as a mean of strengthening feminist discourse and countering stereotypical advertising. Authenticity in femvertising and the dilution of feminist discourse. The importance of authentic femvertising. Research gap and research question. Semiotic and sentiment analysis on a sample of femvertising campaigns. Semiotic analysis and its importance in the advertising landscape. Research methodology. Semiotic analysis of the femvertising sample. Sentiment analysis of the femvertising sample.
References
Bibliografia: pp. 123-135.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Marketing communication & new media |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Romagnoli, Stella |
| Academic Year: | 2022/2023 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 20 Jun 2024 15:37 |
| Last Modified: | 20 Jun 2024 15:37 |
| URI: | https://tesi.luiss.it/id/eprint/39002 |
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