DEDEMAN CAMPAIGNS: THE COMPENSATION OF BEING A MAN DOMINATED BY A MOODY WOMAN
Journal Title: Challenges of the Knowledge Society - Year 2012, Vol 2, Issue 0
Abstract
Advertising seems to be the perfect field for playing gender games, either as a relationship between authority and subordination or as a conflict. Dedeman campaigns are very well-known for targeting men by using their family background, especially women, considering product specificity. The company focuses on retail construction for home design, and is the brainchild of two Romanian owners. Basically, this company offers all the consumer needs to build a house on the outside and the inside as he or she wishes, or to modernize an existing construction. Dedeman advertising is very rich and distributed on diverse media channels, even if the company is still young. The following research aims to highlight the relationship between masculinity and femininity in promoting brand values and service quality by analyzing print and outdoor advertisements. Therefore, we are very interested in establishing the role of the product in this difficult relationship of communication, given it is equally designed for men and for women, but establishes a different connection with them. The main purpose here is to discover the involvement of the brand and products in family life, and to identify the male and female target profile. This research relies on the visual and linguistic sample of Dedeman print campaigns and the method approach is the analysis of the advertising discourse in texts created for billboards and print advertisements. We are very interested in the types of advertising texts (argumentative, narrative, descriptive), the linguistic representations of femininity and masculinity, and syntactic relationship between product and gender. At the end of this research, we expect to reveal a Dedeman advertising strategy applied in promoting brand’s values which may involve the gender roles in a creative way.
Authors and Affiliations
MĂDĂLINA MORARU (BUGA)
Keywords
Related Articles
- EP ID EP100849
- DOI -
- Views 118
- Downloads 0
ROLE OF THE SALESPERSON IN “TOTAL DESIGN”
Sales Management has known, during the last decades, a fulminating increase in the degree of complexity, enriching itself with new relationship strategies among the different components of the management system. These ai...
LEADERSHIP AND CHANGE, A MUST FOR CRISIS PERIOD IN HIGHER EDUCATION INSTITUTIONS
Leadership is always a matter of focus for both scholars, private and public institutions, especially nowadays when the whole planet is suffering from a worldwide financial crisis, which has lead to an international unce...
GENERAL ASPECTS AND PURPOSE OF THE CONSUMMATION CONTRACT
The current paper mainly tackles the consummation contract and the ways in which it forms, adjusts and helps the citizen, in the general frame of the consumer’s rights. The consummation contract is a legal instrument for...
AN OFF-LINE DUAL MAXIMUM RESOURCE BIN PACKING MODEL FOR SOLVING THE MAINTENANCE PROBLEM IN THE AVIATION INDUSTRY
In the aviation industry, propeller motor engines have a lifecycle of several thousand hours of flight and the maintenance is an important part of their lifecycle. The present article considers a multi-resource, priority...
STATEMENT OF CASH FLOWS - A MEASURE OF OPERATIONAL PERFORMANCE ON AN ACCRUAL BASIS
Statement of cash flows presents useful information about changing the company's financial position, allowing to assess the enterprise’s ability to generate future cash flows and cash equivalents in the operating, invest...