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Scarce and improper representation of women in video gaming industry advertisements / Léa MOREAU / 2020
Titre : Scarce and improper representation of women in video gaming industry advertisements : Analysis of Comparative Representation and Depiction Type de document : Mémoire Auteurs : Léa MOREAU, Auteur Année de publication : 2020 Importance : 50 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; FEMME ; JEURésumé : This year, The Advertising Standards Authority (ASA) banned the ads for Philadelphia
cream cheese and Volkswagen, following complaints from the public that they perpetuated
harmful stereotypes e.g. when giving a woman a care-giving role. This shows the woman in a
2019 advertisement can still be depicted with the subordinate and domestic roles of a 1940
woman.
It is because advertising is done by white heterosexual males that it usually doesn’t fit with
the reality (Fron, 2007 and Shaw, 2015). There is the same issue with the mostly masculine
gaming industry. Indeed, according to Chess (2016), marketers’ perceptions are not always
accurate that is why there has long been a perception of the primary video game audience as a
white, heterosexual man while other demographics could play with a console.
Indeed, according to The European Mobile Game Market, there were more than 2,5 billion
video gamers all over the world in 2016. Moreover, the Internet Advertising Bureau revealed
that 52% of gaming audience is made up of women and the Entertainment Software Association
declared that adult women audiences now exceed teen boy audiences. However, the Telegraph
put a review of the game Kim Kardashian: Hollywood in the “Women’s Life” section rather
than “Tech”. From a socio-cognitive perspective, stereotypes can be defined as ‘mental
representations of the world’ (Stangor, 2000) that, on an individual level, influence how we
attend to, judge, remember, and respond to people. Knowing that, research has demonstrated
that the reality of a diverse audience versus the perception of a specific kind of gamer
marginalizes woman gamers (Chess et al. 2016), it becomes interesting to study how women
are represented in video game ads and compare to the reality in order to know if marketers have
really understood them well, i.e. to know if the gaming industry is truly inclusive with women.Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531054 Social marketing and children obesity prevalence. / Abdessamad RAZZA / 2020
Titre : Social marketing and children obesity prevalence. : How do parents perceive the influence of Social Media Marketing on their children regarding the obesity problematic? Type de document : Mémoire Auteurs : Abdessamad RAZZA, Auteur Année de publication : 2020 Importance : 84 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
SANTE ; ENFANT ; ECONOMIE SOCIALE ET SOLIDAIRE ; COMMUNICATION ; RESEAURésumé : The main purpose of this thesis is to introduce the public and helping them to draw upon
fundamental principles of social media marketing in relationship with children, this thesis
approached food advertising from the perspective of children. Through development of in-depth
consumer understanding, the aim was to establish how to counter the social media advertisement of
non-healthy eating in ways that would resonate with them.
Children obesity is a serious problematic; when related to intensive social media advertisement. The
study found children????s understanding of persuasive intent of food advertising to be still developing
even at young age. However, parents-participants demonstrated unprompted criticism for local
products like Merendina or Raibi, but also multinationals like Coca-Cola, Burger King or McDonalds
advertisement. This criticism may have resulted from children demanding of their parents to buy
these specific products. Alternatively, the presence of a known brand for which the children
possessed both topic and agent knowledge may have increased their persuasion knowledge.
However, even 15 years-old may remain vulnerable to persuasive attempts by less well-known
brands???? Adolescents???? discretionary spending tends is clearly not to prioritize healthy options, with
fast food brands often central to the acquisition of social experiences within a peer context. In similar
situations, persuasion knowledge and parent's healthy food education may be less relevant. The nonhealthy
eating advertisements designed by corporations and displayed on social media indicated the
importance of strong, issue-relevant message arguments.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531705 The influence of CSR communication of food products on consumers’ attitudes. / Pauline MILLECAMPS / 2020
Titre : The influence of CSR communication of food products on consumers’ attitudes. : Focus on healthy food communication. Type de document : Mémoire Auteurs : Pauline MILLECAMPS, Auteur Année de publication : 2020 Importance : 22 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management
RESPONSABILITE SOCIALE DE L'ENTREPRISE ; COMMUNICATION ; ALIMENTATIONRésumé : Consumers are more and more concerned about Corporate Social Responsibility (CSR), especially when those issues are related to firms that can have an effect on our healthy, such as the food industry. That is the reason why, this study aims at understanding how CSR communication for healthy food products can influence consumers’ attitudes (beliefs, feelings, intentional behavior). This survey will especially fill the gap of the literature by determining the influence of emotional and rational appeals. Through a quantitative survey, the research tests hypotheses using a 2 (emotional/rational) x 3 (cognitive/affective/conative) design. The results of the quantitative study has shown that consumers’ attitudes was influenced by both emotional and rational appeals. However, rational appeals are more efficient to influence positively the cognitive and conative components of attitude, and even more for CSR-involved consumers. Emotional appeals are still effective to influence the cognitive component of attitude, but not the conative component. Finally, the affective component of attitude appears not to be influenced by neither rational nor emotional appeals. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529188
Titre : The Neuro-Consumer : Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain Type de document : e-book Auteurs : Anne-Sophie BAYLE-TOURTOULOU ; Michel BADOC Editeur : TAYLOR & FRANCIS Année de publication : 2020 Importance : 333 p. ISBN/ISSN/EAN : 978-1-00-005548-1 Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING DIRECT ; SCIENCE DU COMPORTEMENTRésumé : Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations; the influence of social media and communities on consumers' decisions - when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area. Nombre d'accès : 1 En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=509044 The rise of Digitally Native Vertical Brands in the cosmetic industry. / Clara SALSAC / 2020
Titre : The rise of Digitally Native Vertical Brands in the cosmetic industry. : How do Digitally Native Vertical Brands radically transform the future of the beauty industry? Type de document : Mémoire Auteurs : Clara SALSAC, Auteur Année de publication : 2020 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COSMETIQUE ET PARFUMERIE SECTEUR ; TECHNOLOGIERésumé : The digital revolution has impacted all sectors of activity by creating new sales channels and modes of communication. In almost all the industries, these changes have led to the rise of new brands born on the Internet called DNVB (Digitally Native Vertical Brands) that are disrupting the codes of the traditional players. They clearly understood the opportunities linked to digital and intend to leverage them to bring new value propositions and a new experiential vision of the act of buying. Transparency, commitment, proximity to their consumers and hyper-personalization… these new brands are revolutionizing all sectors and in particular the beauty market.
Indeed, DNVBs have taken advantage of the disappearance of barriers caused by the Internet to entry into the sales market and to make their mark in this highly competitive sector. While the distributor step was previously inevitable, they have suddenly been able to sell their products directly from their website and advertise them through digital channels such as social media. But their emergence can also be explained by a change in consumer expectations. Today, beauty is collective and shared, it has adopted a more uninhibited language, it has become virtual and connected and no longer communicates only through its muses but through new ambassadors: all women. Influencers are the new ambassadors. And consumers, the new influencers. But above all, consumers are more attentive to their personal care, now they seem to dictate the (new) rules.
Digitally Native Vertical Brands can be defined as independent brands born on the Internet that focus on a very specific product or market. They design, manufacture and market their products themselves and address consumers directly, without the intermediary of distributors. These brands offer their customers an incomparable experience by creating a genuine relationship with them, making affordable quality products, accompanied by exceptional services. Born from digital technology, they have been created by and for millennials, with whom they find a tremendous resonance. According to the Cambridge Dictionnary, a millennial is a person who was born in the 1980s, 1990s, or early 2000s.
Academic research has not yet taken an in-depth interest in the DNVBs phenomenon. Nevertheless, there already are many press articles and blog posts about the rise of DNVBs and their influence on the market. However, a few focuses on the beauty industry and its specificities. The first part of this paper therefore aims to define what DNVBs are, to explain their success and to show how they shake up the established codes of traditional brands and distributors of the cosmetic industry.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529202 La communication financière / Jean-Yves LEGER / Pearson (2019)PermalinkComportements humains et management / Pearson (2019)PermalinkPermalinkHow to Get Published in the Best Marketing Journals / Cheltenham : EDWARD ELGAR PUBLISHING LTD (2019)PermalinkPermalinkPermalinkOngoing crisis communication / Timothy COOMBS / SAGE PUBLICATIONS (2019)PermalinkAnglais des affaires / Emmanuelle MULLER / SUP'FOUCHER (2018)PermalinkL'anglais des affaires / Amanda LYLE-DIDER / GUALINO ÉDITEUR (2018)PermalinkCan You Hear Me? / Nick MORGAN / HARVARD BUSINESS REVIEW PRESS (2018)Permalink
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