The advertising industry is increasingly concerned with communicating about sustainability in campaigns that are produced by creative departments within agencies. It therefore appears relevant to understand the outlook on sustainability of the very people in charge of promoting it, even more so when these people are women who have long been subjected to barriers and discriminations within the industry. This thesis focuses on the perspective of women working in advertising creativity in Italy, a country in which the most widespread ideas of womanhood are disempowering as well. Evidence from interviews conducted with seven professionals in the field indicate that participants make sense of sustainability as primarily environmental and distinct from social issues. They also perceive it as future-oriented, made of small actions, linked with positive feelings. Overall, this understanding limits the actionability of the concept. At the same time, women are confronted with professional and social barriers that diminish the strength of their potential contribution. These include a solely profit-oriented industry, cultural and political boundaries and gendered socio-professional challenges.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64975 |
| Date | January 2024 |
| Creators | Dei, Martina |
| Publisher | Jönköping University, HLK, Medie- och kommunikationsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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