publication . Master thesis . 2016

The female Empowerment in advertising: an exploratory study about consumer’s perceptions and attitudes

Lima, Ana Marina Abreu de;
Open Access Portuguese
  • Published: 01 Jan 2016
  • Country: Brazil
Abstract
Dissertação de mestrado em Marketing e Estratégia A publicidade influencia as atitudes e comportamentos das audiências designadamente em relação aos estereótipos de género. Os profissionais de marketing têm sido alvo de críticas no que toca à falta de sensibilidade para refletir sobre as mudanças dos papéis de género na publicidade. Para tentarem responder a essas exigências por parte dos consumidores, algumas marcas têm desenvolvido campanhas publicitárias que, em vez de perpetuarem estereótipos de género, salvaguardam as capacidades e confiança da mulher e desenvolvem um discurso de poder feminino e igualdade em relação ao género masculino: esta tendência foi ...
Subjects
free text keywords: Publicidade, Empowerment, Femvertising, Advertising, :Economia e Gestão [Ciências Sociais]
Related Organizations
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