Master Thesis Online
How Does Volkswagen Use Gender Marketing for Pomotional Purposes ? A Diachronic Analysis of the Communication Campaigns of the Beetle and the SUV Atlas in the Unites States of America
Dormans, Estelle 
Promotor(s) :
Herbillon, Marie
Date of defense : 16-Jun-2025/25-Jun-2025 • Permalink : http://hdl.handle.net/2268.2/23054
Dormans Estelle - Mémoire.pdfDetails
| Title : | How Does Volkswagen Use Gender Marketing for Pomotional Purposes ? A Diachronic Analysis of the Communication Campaigns of the Beetle and the SUV Atlas in the Unites States of America |
| Translated title : | [fr] Comment Volkswagen utilise-t-elle le marketing de genre à des fins promotionnelles ? Analyse diachronique des campagnes de communication de la Coccinelle et du SUV Atlas aux États-Unis. |
| Author : | Dormans, Estelle
|
| Date of defense : | 16-Jun-2025/25-Jun-2025 |
| Advisor(s) : | Herbillon, Marie
|
| Committee's member(s) : | Rasier, Laurent
Echitchi, Raymond
|
| Language : | English |
| Number of pages : | 101 |
| Keywords : | [en] Gender Marketing - Marketing |
| Discipline(s) : | Business & economic sciences > Marketing |
| Target public : | Student |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en communication multilingue, à finalité spécialisée en communication économique et sociale |
| Faculty: | Master thesis of the Faculté de Philosophie et Lettres |
Abstract
[en] This thesis investigates how Volkswagen of America has employed gender marketing across three vehicle models: the Beetle, the New Beetle and the SUV Atlas. By analysing visual and linguistic elements of advertisements from the 1950s to 2020, this dissertation reveals how gender representations in Volkswagen's advertisements have evolved over time.
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