NEW “FEMALE” MARKETING AND PR STRATEGIES
NEW “FEMALE” MARKETING AND PR STRATEGIES
Author(s): Yvonne VavrováSubject(s): Gender Studies, Business Economy / Management, Film / Cinema / Cinematography, Marketing / Advertising, Sociology of Art
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising; campaign; discrimination; film; gender; marketing; PR; storytelling; strategy; women;
Summary/Abstract: Women are considered the ideal target group for each marketing and ad campaign. On the other hand, these ads are mostly made by male directors. Men manage for 90% of advertising and marketing agencies all over the world. The view of the world through the prism of female optics is different if a female director implements the advertising campaign, if the stories are written by female screenwriters. Nowadays sexist ads are no exception in the media world. Often, these ads indirectly promote domestic violence and express themselves about women as men’s assets and about women as beautiful but stupid creatures. All of this could be abolished if men, owners, CEO of advertising, PR and media companies would admit women directors, screenwriters to make such ads. In any case, it would be a win-win effect on both sides. Statistics only confirm this.
Journal: Megatrendy a médiá
- Issue Year: 6/2019
- Issue No: 1
- Page Range: 764-771
- Page Count: 8
- Language: English