Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
The Change In Representation Of Women In Perfume Advertisements With Respect To Power, Rasika More
The Change In Representation Of Women In Perfume Advertisements With Respect To Power, Rasika More
Electronic Theses and Dissertations
Gender portrayals in advertising have been examined extensively in the last six decades and remain an important topic. Certain brands have taken the initiative of destabilizing patriarchal norms entrenched in society by supporting modern trends and initiatives through various brand/product campaigns and advertisements that support the fluidity in power and representation. The present study navigates the changes in the representation of women in perfume advertisements that have taken place in the advertising world in the past two decades to see if women are shown to possess a sense of power with their head held high and strong posture, compared to …
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
USF Tampa Graduate Theses and Dissertations
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …
Fashion And Cosmetic Advertising In Three Magazines In The 1950s: How Advertising Shaped Societal Expectations Of Beauty, Lindsey B. Sloan
Fashion And Cosmetic Advertising In Three Magazines In The 1950s: How Advertising Shaped Societal Expectations Of Beauty, Lindsey B. Sloan
Honors Theses
Since its creation, print advertising has affected how women perceive beauty and has shaped the trend of consumer purchasing, as well as the social status of women. This thesis analyzes three women’s magazines—Life, Ladies’ Home Journal and Ebony and evaluates how the advertising of fashion and cosmetics portrayed ideals of beauty in the 1950s and how the advertisements may have shaped or reflected class differences and racial perceptions in mid 19th century America. In order to accomplish this analysis and to evaluate how fashion and cosmetic advertising may have differed based on targeted demographic, advertisements from the months April and …