東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Empowering Women through Advertising...

Wang, Shan.

Linked to FindBook

Google Book

Amazon

博客來

Empowering Women through Advertising: A Content Analysis Study on 'Femvertising' Campaigns.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Empowering Women through Advertising: A Content Analysis Study on 'Femvertising' Campaigns./
Author:	Wang, Shan.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	88 p.
Notes:	Source: Masters Abstracts International, Volume: 58-01.
Contained By:	Masters Abstracts International58-01(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10784596
ISBN:	9780438162358

Empowering Women through Advertising: A Content Analysis Study on 'Femvertising' Campaigns.
Wang, Shan.

Empowering Women through Advertising: A Content Analysis Study on 'Femvertising' Campaigns. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 88 p.

Source: Masters Abstracts International, Volume: 58-01.

Thesis (M.A.)--Southern Illinois University at Carbondale, 2018.

This study selects and content analyzes a sample of 40 femvertising videos, aims to explore what messages are delivered by the videos, and whether the campaigns actually break down the cliched ways in which media present women as the companies claim. The messages of the videos sent to viewers are qualitative content analyzed to provide a general description of the campaign videos. Women's representations in the campaign videos are quantitively coded in terms of how women look like (i.e. physical characteristics), what age groups they are in, what traits they possess, and what roles they play in the advertisements. Also, given the fact that some parent companies promoted inconsistent images of women through its brands, and that some campaign videos produced by certain companies are controversial, this study conducts case studies on the companies that are worthy of in-depth investigations, trying to explore the marketing policies of these companies. The findings reveal that almost all the campaign videos deliver the message that girls/women are no less than boys/men. And the majority of the chosen videos show women in nontraditional roles, traits, and in non-skinny body types. However, most of the ads still present young and facial flawless women, which deserves a further discussion.

ISBN: 9780438162358Subjects--Topical Terms:

2144804
Mass communication.

Empowering Women through Advertising: A Content Analysis Study on 'Femvertising' Campaigns.
LDR:02270nmm a2200313 4500 001 2203912
005 20190624102615.5
008 201008s2018 ||||||||||||||||| ||eng d
020 $a 9780438162358
035 $a (MiAaPQ)AAI10784596
035 $a (MiAaPQ)siu:14486
035 $a AAI10784596
040 $a MiAaPQ $c MiAaPQ
100 1 $a Wang, Shan. $3 1004695
245 1 0 $a Empowering Women through Advertising: A Content Analysis Study on 'Femvertising' Campaigns.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2018
300 $a 88 p.
500 $a Source: Masters Abstracts International, Volume: 58-01.
500 $a Adviser: Kavita Karan.
502 $a Thesis (M.A.)--Southern Illinois University at Carbondale, 2018.
520 $a This study selects and content analyzes a sample of 40 femvertising videos, aims to explore what messages are delivered by the videos, and whether the campaigns actually break down the cliched ways in which media present women as the companies claim. The messages of the videos sent to viewers are qualitative content analyzed to provide a general description of the campaign videos. Women's representations in the campaign videos are quantitively coded in terms of how women look like (i.e. physical characteristics), what age groups they are in, what traits they possess, and what roles they play in the advertisements. Also, given the fact that some parent companies promoted inconsistent images of women through its brands, and that some campaign videos produced by certain companies are controversial, this study conducts case studies on the companies that are worthy of in-depth investigations, trying to explore the marketing policies of these companies. The findings reveal that almost all the campaign videos deliver the message that girls/women are no less than boys/men. And the majority of the chosen videos show women in nontraditional roles, traits, and in non-skinny body types. However, most of the ads still present young and facial flawless women, which deserves a further discussion.
590 $a School code: 0209.
650 4 $a Mass communication. $3 2144804
650 4 $a Marketing. $3 536353
650 4 $a Women's studies. $3 526816
690 $a 0708
690 $a 0338
690 $a 0453
710 2 $a Southern Illinois University at Carbondale. $b Mass Communication and Media Arts. $3 1044027
773 0 $t Masters Abstracts International $g 58-01(E).
790 $a 0209
791 $a M.A.
792 $a 2018
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10784596