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Bleeding Red: The Relationship Between Feminism, Brand Activism Skepticism, And Attitudes About Menstrual-Realistic Advertisements, Adriana S. Mucedola
Bleeding Red: The Relationship Between Feminism, Brand Activism Skepticism, And Attitudes About Menstrual-Realistic Advertisements, Adriana S. Mucedola
Dissertations - ALL
Beginning in the early 2000s, menstrual product advertisers in the U.S. and other developed countries began to use red liquid in their advertising to represent period blood rather than the blue liquid used in the past, which is often criticized because it portrays stigmatizing representations of menstruation. These more “menstrual-realistic” advertisements instead communicate that bleeding is normal and arguably help correct past wrongdoings relating to the tainted history of stigmatizing menstrual product ads. This imagery has garnered mixed reactions from the public, including praise, disgust, and skepticism. Extant research demonstrates that consumers prefer media that align with their preexisting beliefs; …
The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell
The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell
Graduate Theses and Dissertations
Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …
The Past And Present: Issues Of Male Patriarchy Throughout Historic Literature And Dominance In Media Today, Leah Moore
The Past And Present: Issues Of Male Patriarchy Throughout Historic Literature And Dominance In Media Today, Leah Moore
Undergraduate Honors Theses
Women’s subjugation to the objectification of men is a traced theme throughout the history of Western culture. In this thesis, the attributes of the male gaze will be explored via the patriarchal pioneers of literature: Dante to Petrarch to Shakespeare. The solidification of the male gaze takes place during the late middle ages as Dante Alighieri writes an infatuated love for Beatrice throughout La Vita Nuova and Inferno, demonstrating the virgin-whore dichotomy with Francesca. Similarly, Francesco Petrarch’s poetry of Rime Sparse describes the objectification and dismantling of woman for erotic pleasure and patriarchal power. The shift from early to …
Black Ads Matter: An Analysis Of Black Representation In Advertising., Elyssa Quinn Smith
Black Ads Matter: An Analysis Of Black Representation In Advertising., Elyssa Quinn Smith
Electronic Theses and Dissertations
During the summer of 2020 Black Lives Matter (BLM) became a rallying cry throughout the United States and the world. At that time, many individuals and organizations reflected on how they could better support the movement for equality, equity, and inclusion, but some of the results were ingenuine, perceived as virtue signaling or woke washing. In this thesis I explore the Black representation in advertising from three prominent car brands from both pre- and post-summer 2020. I analyze ads from Acura, Buick, and Lincoln to determine if they are synergistic and include multi-dimensional Black representation, criteria Burgess et al.’s (2020) …
Preventing Brand Activism From Backfiring: How The Use Of An Ingroup Model Can Limit The Negative Effects Of One-Time Csr History, Cole C. Dunnam
Preventing Brand Activism From Backfiring: How The Use Of An Ingroup Model Can Limit The Negative Effects Of One-Time Csr History, Cole C. Dunnam
LSU Master's Theses
Brands are beginning to engage in corporate social advocacy (CSA) with social movements to form deeper connections with their audience, but not all are successful. This thesis asks why a brand’s target audience considers some CSA campaigns as more authentic than others. In Study I, I use Twitter data to conduct an exploratory analysis that applies existing research to two extreme CSA cases: Nike’s Emmy-winning “Dream Crazy” campaign starring Colin Kaepernick and Pepsi’s unsuccessful “Live for Now– Moments” campaign starring Kendall Jenner. Pepsi failed despite its history of corporate social responsibility (CSR) initiatives. I suggest that group identity theory impacts …