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Film advertising, branding, and gender representations in Zauberberg productions GMBH's four case studies : negotiating views and consumer perceptions
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| 3.19 MB | Adobe PDF |
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Abstract(s)
This internship report explores the representation and portrayal of gender in advertising films produced by the German film production company Zauberberg Productions GmbH. This company is specialized in producing advertising films on behalf of hiring brands. Four case studies were conducted within the scope of this research. They were based on a selection of four advertising films produced by Zauberberg Productions GmbH and commissioned by the companies EnBW, Volkswagen, DVAG, and Kärcher. The report analyzes how these films either challenge or reinforce gender stereotypes, how consumers perceive these portrayals and how it impacts their image of the advertised brands, as well as how influential Zauberberg Productions GmbH is in the portrayal of gender in those films. Therefore, the Circuit of Culture is used as the theoretical framework to analyze the interrelation between production, representation, and consumer perception in those case studies. The report integrates three methodological approaches, namely, multimodal analysis of the four selected advertising films, document analysis of the corresponding advertising agency pitches and director´s interpretations, and two focus group discussions. The focus groups consisted of, in total, sixteen participants, one group with eight male and one group with eight female participants. This methodological triangulation enabled a comprehensive understanding of both production processes and consumer perceptions of gender representations in the selected advertising films. The findings of this report reveal that Zauberberg Productions GmbH´s advertising films represent gender in varied ways, depending on the brand’s objectives, the creative direction of the production team, and the industry in question. While some advertising films, such as those for EnBW and Volkswagen, actively challenge traditional gender roles by portraying women in non-traditional and empowered roles, others, like the DVAG advertising film, reinforce conventional male-dominated stereotypes. Hence, the extent to which stereotypes are challenged or reinforced often depends on how closely the film production aligns with the advertising agency’s initial pitch and the product featured in the advertisement. Focus group discussions highlighted key differences in how male and female participants perceive gender representation in advertisements. On the one hand, female participants, in particular younger and more progressive woman, responded more positively to advertising films that portrayed women in leadership or non-traditional roles and they also viewed these gender portrayals as a reflective of modern gender dynamics. One the other hand, the male participants of the other focus group focused more on product features or emotional resonance with others than on gender dynamics. However, they also recognized the shift in gender portrayals. Overall, the findings of this research indicate that the portrayal of gender in advertising films can have an significant impact on consumer perceptions of the advertised brand. For instance, advertising films that align and portray modern values of gender equality and inclusivity are perceived positively amoung young female consumers which can enhance brand trust and consumer engagement. In contrast, advertising films that reinforce traditional gender roles are viewed less favourably by consumers, which can result in a brand´s loss of more progressive consumers or to gain more progressive consumers. The report concludes by highlighting the importance of balancing gender representation in advertising for brands to align with evolving societal expectations and consumer values. By means of a multiple methodological research approach, the analysis of the four case studies of advertising films seeks to contribute to the knowledge of gender representations in the media and provides useful insights for brands and advertising agencies to negotiate the convoluted terrain of gender portrayal in modern advertising.
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Keywords
Advertising Branding Gender representations Consumer perception Advertising film production Agency-client relationship Publicidade Representações de género Percepção do consumidor Produção de filmes publicitários Relacionamento agência-cliente