Advanced

Manolos - the new Omegas? A historiographical gender analysis on brand placements in film

Fahlur, Samantha and Arildsson, Sophie (2011) FEKP90 20111
Department of Business Administration
Abstract
The thesis is based on a qualitative multiple case study with an abductive approach. It examines the relationship between brand placement and gender roles in films between the 1980s and 2010s, with the main purpose to contribute to the gender and marketing literature on how the portrayal of male and female characters in films has developed, changed and been translated through brand placement within a social context.
Through the thesis, we have found a correlation between the use of brand placement and the development of gender roles over time. Certain attributes have been intensified and have sometimes strengthened stereotypes through the display of brand placements.
Please use this url to cite or link to this publication:
author
Fahlur, Samantha and Arildsson, Sophie
supervisor
organization
course
FEKP90 20111
year
type
H1 - Master's Degree (One Year)
subject
keywords
Management of enterprises, film, brand placement, gender roles, Marketing, gender, Företagsledning, management
language
Swedish
id
2004343
date added to LUP
2011-05-23
date last changed
2012-11-13 12:10:44
@misc{2004343,
  abstract     = {The thesis is based on a qualitative multiple case study with an abductive approach. It examines the relationship between brand placement and gender roles in films between the 1980s and 2010s, with the main purpose to contribute to the gender and marketing literature on how the portrayal of male and female characters in films has developed, changed and been translated through brand placement within a social context.
Through the thesis, we have found a correlation between the use of brand placement and the development of gender roles over time. Certain attributes have been intensified and have sometimes strengthened stereotypes through the display of brand placements.},
  author       = {Fahlur, Samantha and Arildsson, Sophie},
  keyword      = {Management of enterprises,film,brand placement,gender roles,Marketing,gender,Företagsledning,management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Manolos - the new Omegas? A historiographical gender analysis on brand placements in film},
  year         = {2011},
}