(thesis advisor)Louisa Campbell
Within the scope of gender-based marketing, too many advertising campaigns on television miss the accomplishments of young women and instead, resort to depicting them in a sexually appealing and attractive manner with little else. In a reaction to this lack, this project seeks to brand a new cable network for the niche market of strong-minded, feminist young women. With the name Siren Network, the channel takes a dual approach of broadcast and broadband to emphasize communication. The ongoing blogs that are located on the Website become a vehicle for representation for the network. This will appeal to women via television and Web community interaction: they can talk about everything from politics to pop culture and also have a more real representation of themselves on the sometimes plastic facade of television. The branding side of the project looks at how femininity is visualized in our society, how the meaning of feminism is perceived and why some feminists are calling for rebranding. The marketing strategy also includes a plan to attract the core target audience and research of the existing models of cable channels and Websites for women. It follows their tactics for survival on the internet or the advertising driven medium of cable television.
There’s more! What you see on this site is only what is viewable online. Please visit our website to find out more about what’s in the archives.