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In 2015, the population witnessed the creation of the 17 goals of the United Nations 
sustainable development program, the goal of which is to improve by 2030 the daily lives 
of all people in the world as well as to protect the planet. One of the 17 goals is gender 
equality. In recent decades, progress has been made in this area. Considering this progress, 
it is therefore surprising to observe that in the world of advertising, there are still several 
stereotypical issues. Women in advertising are under-represented, and when it is not the 
case, they are represented as someone dependent, unemployed, with an ideal body, usually 
sexualized or even victimized, whereas men are portrayed in roles of authority or 
dominance. Their bodies are also eroticized. Is it therefore possible to avoid exposure to 
advertisements and therefore their consequences? According to some authors, “we cannot 
escape it”, but it is possible at least to improve the thoughts and increase the awareness of 
the existence of these gender stereotypes. This research thesis will focus on the presence or 
absence of gender stereotypes in French-speaking television advertisements for cosmetic 
products in Belgium and will only focus on economically gendered cosmetic products which
are products with a gender differentiation while meeting exactly the same needs.

gender --- stereotype --- cosmetic --- economically gendered product --- advertisement --- content analysis --- Sciences économiques & de gestion > Marketing

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Advertisement writing --- Advertising copy --- Copy [Advertising] --- Copy writing --- Publiciteit--Opstellen --- Publicité--Rédaction --- Advertising copy. --- Advertising layout and typography. --- Advertising, Magazine.

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New edition of a bestselling guide to writing effective sales and marketing copy.

Advertising copy. --- Business writing. --- Business --- Advertisement writing --- Copy, Advertising --- Copy writing, Advertising --- Copywriting, Advertising --- Authorship --- Business communication

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Video marketing is becoming an increasingly popular strategy among marketers for promoting businesses on social media, as users now spend more time watching videos than reading text. Advertising a business using videos effectively captures consumers’ attention. However, few studies have examined the influence of video length on consumers’ engagement and purchase intention. Understanding the role of video length on the influence of consumers’ purchase intention has become a key challenge for businesses seeking to optimize their marketing efforts. The study develops a research model grounded on the Theory of Reasoned Action (TRA) and the Stimulus-Organism-Response Model (SOR) to investigate the impact of video length, comparing long versus short mobile video advertisements, on consumers’ purchase intention. The study considers the impact of video length on brand image, brand recall, perceived informativeness, perceived entertainment, and flow state. The research methodology involves a questionnaire featuring two video ads: a long video of 1 minute and 17 seconds (Video A), and a short video of 15 seconds. Participants were asked to choose between the two videos. The questionnaire primarily consists of closed-ended questions, including 8 multi-item Likert scales, and one open-ended question. A convenience sampling is employed, resulting in a total of 176 valid responses used for statistical analysis and hypotheses testing. The results reveal that video length significantly influences perceived informativeness, perceived entertainment, and flow state. Longer mobile video advertisements are associated with lower perceived informativeness, higher perceived entertainment, and a greater flow state. However, video length does not significantly impact brand image, brand recall, and purchase intention. Participants maintained a positive image of the brand and recalled the brand name in both scenarios. The thesis concludes by discussing the managerial and academic implications of the findings, while acknowledging the study’s limitations, and providing suggestions for future research.

video marketing --- video advertisement --- social media --- long video --- short video --- purchase intention --- Sciences économiques & de gestion > Marketing

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#SBIB:032.GIFTCOM --- #SBIB:309H2800 --- Reclame: algemene werken --- Advertising copy --- Business writing --- Business --- Authorship --- Business communication --- Advertisement writing --- Copy, Advertising --- Copy writing, Advertising --- Copywriting, Advertising