Berrino, Giada Maria Luisa (A.A. 2022/2023) Brand activism and self-acceptance: a semiotic analysis across social roles and canons of beauty. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 163. [Master's Degree Thesis]

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Abstract/Index

A definition of brand activism. Origins of brand activism. Relevance of brand activism for brands. Authenticity and risks. Consumer reactions. Brand as a semiotic subject. Semiotic nature of a brand. Women empowerment and beauty brands. Women and their representation in advertisements in the modern era. We have come a long way since the 1950s. Advertisements in the new millennium. Brand activism movements: the path towards self-acceptance. Dove: the home of authentic beauty. The ongoing commitment by Dove: the “reverse selfie” campaign. CEO activism: Chiara Ferragni with “think free”. Reactions to Chiara Ferragni’s activism. Methodology: brandscape.

References

Bibliografia: pp. 153-159. Sitografia: pp. 160-163.

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:	Di Pietro, Francesca
Academic Year:	2022/2023
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	20 Jun 2024 16:18
Last Modified:	20 Jun 2024 16:18
URI:	https://tesi.luiss.it/id/eprint/39010

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