| Titre : |
How can brands use ‘gender fluidity’ to redefine beauty for the male consumer group? |
| Type de document : |
Mémoire |
| Auteurs : |
Jiayi LI, Auteur |
| Année de publication : |
2021 |
| Importance : |
31 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
PUBLICITE INDUSTRIELLE ; IMAGE DE MARQUE ; SEMIOLOGIE
|
| Résumé : |
The article concentrates on a few representative advertisements made by some famous brands to explore how brands can show masculine charm through the perspective of gender fluidity and redefine the aesthetics of male consumers. This study is a qualitative research, by watching the content of these beauty advertisements, depending on the different interpretations of the models in the advertisements and the external elements included in the advertisements, we will analyze from the perspective of brand promotion and audience acceptance in turn, and combine the semiotic square, gaze theory and gender performativity theory to find that gender fluidity among these beauty brands has had a significant impact on the overall creative and implementation on the mainstream industry. |
| Programme : |
MSc Digital Expertise for Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538530 |
How can brands use ‘gender fluidity’ to redefine beauty for the male consumer group? / 2021 
