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Branding Cultural Issues of Sexuality: A Contrasting Case Study of Brand Myths Communicated by German Sex Shops in a Socio-Historical Context

Andresen, Mareike Marie LU (2021) SKOM12 20211
Department of Strategic Communication
Abstract
Branding Cultural Issues of Sexuality: A Contrasting Case Study of Brand Myths Communicated by German Sex Shops in a Socio-Historical Context

The master thesis deals with the research problem of brand communication being predominately studied from a managerial perspective which often lacks the incorporation of cultural context. The thesis aims to highlight the advantages of a cultural branding approach within strategic communication by examining the contrasting brand myths concerning the cultural theme of sexuality of the two German erotic shops Beate Uhse and Amorelie. Within a visual narrative inquiry, Beate Uhse’s brand myths promoting a male gaze and conforming to sexual ideologies in German culture are contrasted with the... (More)
Branding Cultural Issues of Sexuality: A Contrasting Case Study of Brand Myths Communicated by German Sex Shops in a Socio-Historical Context

The master thesis deals with the research problem of brand communication being predominately studied from a managerial perspective which often lacks the incorporation of cultural context. The thesis aims to highlight the advantages of a cultural branding approach within strategic communication by examining the contrasting brand myths concerning the cultural theme of sexuality of the two German erotic shops Beate Uhse and Amorelie. Within a visual narrative inquiry, Beate Uhse’s brand myths promoting a male gaze and conforming to sexual ideologies in German culture are contrasted with the countercultural brand myth of Amorelie addressing popular feminist notions of gender equality and sexual empowerment. Findings show that a cultural branding approach strategically communicating countercultural brand myths has two main advantages compared to a managerial branding approach conforming to existing ideologies. First, a cultural branding approach contradicting dominant ideologies enables brands to impact culture by addressing consumers’ social anxieties and desires and therefore offering extraordinary identification value which increases the brands social relevance. Second, brands performing as social brand activists pursue an unusual approach in society, which leads to a unique position on the consumer market and thus supports brands in reaching their overall organizational objectives. Consequently, the thesis demonstrates the relevance of a cultural perspective within brand communication management and strategic communication. (Less)
Please use this url to cite or link to this publication:
author
Andresen, Mareike Marie LU
supervisor
organization
course
SKOM12 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
strategic communication, brand communication, cultural branding, countercultural brand myth, sexuality, male gaze, gendered advertisement, popular feminism, commodification of social issues, German sex shops
language
English
id
9051344
date added to LUP
2021-07-01 09:14:49
date last changed
2021-07-01 09:14:49
@misc{9051344,
  abstract     = {{Branding Cultural Issues of Sexuality: A Contrasting Case Study of Brand Myths Communicated by German Sex Shops in a Socio-Historical Context

The master thesis deals with the research problem of brand communication being predominately studied from a managerial perspective which often lacks the incorporation of cultural context. The thesis aims to highlight the advantages of a cultural branding approach within strategic communication by examining the contrasting brand myths concerning the cultural theme of sexuality of the two German erotic shops Beate Uhse and Amorelie. Within a visual narrative inquiry, Beate Uhse’s brand myths promoting a male gaze and conforming to sexual ideologies in German culture are contrasted with the countercultural brand myth of Amorelie addressing popular feminist notions of gender equality and sexual empowerment. Findings show that a cultural branding approach strategically communicating countercultural brand myths has two main advantages compared to a managerial branding approach conforming to existing ideologies. First, a cultural branding approach contradicting dominant ideologies enables brands to impact culture by addressing consumers’ social anxieties and desires and therefore offering extraordinary identification value which increases the brands social relevance. Second, brands performing as social brand activists pursue an unusual approach in society, which leads to a unique position on the consumer market and thus supports brands in reaching their overall organizational objectives. Consequently, the thesis demonstrates the relevance of a cultural perspective within brand communication management and strategic communication.}},
  author       = {{Andresen, Mareike Marie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Branding Cultural Issues of Sexuality: A Contrasting Case Study of Brand Myths Communicated by German Sex Shops in a Socio-Historical Context}},
  year         = {{2021}},
}