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The emancipation of women in Switzerland and the corresponding adaptations in marketing advertisement made by jewellery companies

Vernain-Perriot, A.A. (2016) The emancipation of women in Switzerland and the corresponding adaptations in marketing advertisement made by jewellery companies.

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Abstract:This study focuses on a comparison between the evolution of woman empowerment in relation to varying preferences regarding jewellery in Switzerland since 1950 and the changes in advertisement of large jewellery companies. The study used the stratification theory of Weber and its three variables: class, power and status as explanatory evolution variable of the women position within the society. Methodologically, we examined the changes of advertisements over time of three large companies in the diamond industry. The research question is: To what extent did the jewellery industry adjust their advertisement strategies in response to changes of customer preferences as a result of the emancipation of women over time? The study indicates that the actual emancipation of women within the society has surely influenced the marketing advertisement of large jewellery brands. Furthermore, the study shows that, as Weber mentioned in his research, the variables power and status of women in the society might have had a stronger influence on the advertisement evolution than the class variable. Hence the study has practical implications as an explanatory research on the influence of environmental factors over marketing advertisements and is of academic relevance regarding the influence behind evolution of luxury advertisement strategies.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/69377
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