Carlsberg beer in a gender perspective

Anna-Louise Jul Ljungberg, Katrine Andersen & Michelle Sterndorff-Jessen

Studenteropgave: Semesterprojekt

Abstrakt

In this case study, the researchers investigate whether a gender-oriented specific strategy affects a company’s image, and how the audience perceives and interprets this in an international context using the Danish brewery, Carlsberg as an example. Through interviews it is shown that female audience is affected by Carlsberg’s strategy to target men in their communication strategies, but male audience do not seem to be affected by this.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
SprogEngelsk
Udgivelsesdato11 dec. 2017
Antal sider47
VejledereNorbert Wildermuth