Consistency and impact of femvertising in film marketing strategies
De Mita, Anna Maria (A.A. 2024/2025) Consistency and impact of femvertising in film marketing strategies. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 196. [Master's Degree Thesis]
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Abstract/Index
The cinematographic industry: structure and dynamics. Marketing in the cinematographic field. From commercial narratives to value-based narratives. The feminist movement as socio-cultural framework. Brand activism and social movements. The phenomenon of femvertising. Femvertising applied to the cinematographic sector. Managerial challenges in communicating femvertising in film. Research methodology. Semiotic analysis. Corpus analysis: selection criteria and relevance. Semiotic analysis of a corpus: spot ads with women as protagonists. Qualitative research: in-depth interviews of target audience. Decoding the data from qualitative interviews. General discussion.
References
Bibliografia: pp. 186-195.
| 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: | Language in advertising |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | D'Aniello, Alba |
| Academic Year: | 2024/2025 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 14 Jul 2026 13:39 |
| Last Modified: | 14 Jul 2026 13:39 |
| URI: | https://tesi.luiss.it/id/eprint/46394 |
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