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Snow White is one of the most popular fairy tales worldwide. Therefore, it is not surprising that the story has been reconsidered multiple times during the current trend of producing fairy tale adaptations. Especially the Evil Queen has become an object of further examination in many recent instalments of the story. In this chapter, I analyse the revision of Snow White's stepmother in the book series The Lunar Chronicles (2012–2016), the films Mirror Mirror (2012), Snow White and the Huntsman (2012) and The Huntsman: Winter's War (2016), as well as the TV-series Once Upon a Time (2011–2018). Compared to other villains in recent fairy tale adaptations, who are, like Maleficent, redeemed, the queen remains an embodiment of evil and terror in most adaptations. I outline the depiction of the Evil Queen in present-day US-American fairy tale narratives, assessing what makes her the most villainous woman in all the fairy tale realms and questioning why many of these stories try to understand but do not forgive her. The focus of this investigation is on the backstory that she is equipped with, her crimes, and her ultimate fate. Although she has been abused, traumatized, and betrayed, she seems to remain an uber villain, not only attempting to kill her stepdaughter but also destroying nature, starving her people, and spreading a deadly virus. This kind of representation might result from the fact that her opponent is by the very name the purest fairy tale princess ever known.

To develop compelling augmented reality (AR) experiences, this paper aims to examine AR value to physical fashion retail, defines the most effective form (e.g. app vs magic mirror) and assesses AR’s impact on consumer behaviour.

This study comprises two phases. Phase one conducted three co-design workshops with 15 participants (aged 18–34) to evaluate current shopping modes and discover design opportunities. Phase two designed two AR prototypes (AR Branded App and Magic Mirror) and evaluated the prototypes through experience prototype experiments with 42 participants.

Participants have a positive attitude towards AR shopping adoption, improving consumer satisfaction and boosting purchase intention. AR technology can be the value in enjoyment to make the shopping experience more fun. However, no participants thought entertainment would trigger their intention to use AR. Therefore, designing useful AR apps that provide substantial functional benefits with enjoyment-oriented elements will encourage consumers to engage in high-street physical retail. In this way, consumers can interact with products and receive more information. AR can help luxury brands tell a story from a hedonic perspective, enabling consumers to engage with the story while maintaining human interaction to ensure an elevated level of service quality.

This study devises six design requirements to guide innovators and retailers in creating AR retail environments that satisfy their customer’s desires.

A motif, as defined by Jean-Charles Seigneuret (1988, p. 17), is an ‘essential part of a contemporary academic discipline known as thematology or thematics’ and that ‘two factors may explain the rise of the thematological method: its interpretive potentialities and its intrinsic congruency with the history of ideas’.

Jacob and Wilhelm Grimm first introduced the story of Snow White and her evil stepmother the Queen in 1812. Decades later, the character of the Queen, who later becomes the Evil Queen, is depicted in copious narratives and several different mediums. A central parallel in most of the representations of this character is that she is presented as evil. As such, how the Evil Queen character is represented in media sees a congruence of specific aesthetical characteristics, which combines to symbolize a rhetorical motif for evil.

This study investigates the potential of two different digital in-store technologies and advertisement message framings according to the construal-level theory for increasing sustainable consumption. This paper aims to provide managerial implications for the promotion of sustainable products at the point of sale as well as to theoretically contribute by integrating the literature streams of perceptual research, point-of-sale marketing and construal-level theory.

The authors tested their hypotheses in a two-week field experiment with a 2 (product label: organic vs local) × 2 (message framing: high vs low construal level) × 2 (presentation technology: digital signage vs augmented reality) between-subjects factorial design. The study was conducted in two grocery stores of different sizes using milk as a test product. Purchase data, as well as attention data gathered by facial recognition software, were analyzed.

Even though the magic mirror augmented reality application attracted significantly more attention, it did not significantly boost sales compared to the digital signage technology. In the larger store, the sales of the advertised sustainable products were significantly higher in both technology conditions than in the control condition without advertisement. If consumers pay enough attention to the promotion, results indicate that using messages with a concrete low-level construal is more useful for organic goods.

This study is the first investigating a combination of in-store technology and construal-level message framing for the promotion of sustainable products. It extends the retailing literature by proposing a two-step approach on how to use in-store technology effectively: (1) gaining attention and (2) matching messages to existing cognitions.

This paper examines what the use of an augmented reality (AR) makeup mirror means to consumers, focusing on experiential consumption and the extended self.

The authors employed a multimethod approach involving netnography and semi-structured interviews with participants in India and the UK (n = 30).

Two main themes emerged from the data: (1) the importance of imagination and fantasy and (2) the (in)authenticity of the self and the surrounding “reality.”

This research focuses on AR magic makeup mirror. The authors call for further research on different AR contexts.

The authors provide service managers with insights on addressing gaps between the perceived service (i.e. AR contexts and the makeup consumption journey) and the conceived service (i.e. fantasies and the extended self).

The authors examine the lived fantasy experiences of AR experiential consumption. In addition, the authors reveal a novel understanding of the extended self as temporarily re-envisioned through the AR mirror.

The Wicked Queen in both the Grimm and Disney versions of Snow White exists as a cautionary tale of female vanity. Despite these nefarious beginnings, contemporary versions of the character in children's and young adult fiction reimagine the Wicked Queen as pitiable. She is still a villain, but her actions are explained as the result of loneliness, parental abuse, and a persistent belief that she is not beautiful enough to be worthy of love. This change in the Wicked Queen's motivations from innate to circumstantial is reflected in the tagline for Valentino's Disney Villains series, ‘Evil Is Made, Not Born’. My reading of these new sympathetic depictions of the Wicked Queen builds on Cristina Santos's discussion of patriarchy and reproduction, as well as other critical discussions of fairy tales and gendered bodies. Focusing specifically on the magic mirror as metaphor, I discuss these new depictions of the Wicked Queen in the context of body dysmorphia. While these novels undo the good/bad and maiden/crone dichotomies of the fairy tale, these readings also shift much of the blame for the Wicked Queen's actions from innate failings of her gender (vanity) to the cultural structures surrounding female body image (dysmorphia). As contemporary reworkings of fairy tales seek to disrupt these narrative patterns and move away from harmful portrayals of gender, sexuality, aging, and physical disability, they risk falling into existing patterns linking mental illness to violence or evil.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Businesses tell employees they are their most important assets and they give customers pretty much the same build‐up in emphasizing their importance. But neither group is more important than the other, and organizations should be honest in their comments.

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Some of the most recognizable ‘evil’ fairy tale characters are the stepmothers; second-wives who enter happy households, and seek to subjugate their step-children. This character arc is due to be dismantled. Patriarchal regimes over time have constructed realities where women and power do not go together. In early-to late-modern (white, European) societies, patriarchal structures placed restrictions on the decisions women could make with their lives. This meant that women with status were left with very few options to earn an income. The aim for this analysis is to show this distortion of upper-class female reality by analysing the portrayal of the stepmother characters in four fairy-tale film narratives released since 2000, focusing on the Cinderella and Snow White narratives (two of the more widely disseminated fairy-tale stories). By illustrating how little information is given about their lives before re-marrying, this chapter will demonstrate how audiences are still ignorant to the backdrop of wealthy male superiority and the patriarchal structures that would lead to a woman remarrying for economic security, showing them in a more sympathetic light.

Most fairy tale narratives have a hero, a damsel in distress and the ever-present opposing villain. The villains, or antagonists, share several commonalities across the various narratives as well as one over-arching trait of evil. However, as television viewers have become more intuitive, and demand for more sophisticated narratives have increased, contemporary portrayals of villains, as in the television series Once Upon a Time (Horowitz & Kitsis, 2011–2018), have shifted away from presenting villains as one-dimensional and restricted characters.

Instead, the construct of evil is depicted as a multifaceted and evolutionary trait of the character. Whereas previously evil was the fundamental core of the character it is now presented as a fluid concept. This chapter investigates how the construct of evil, and therefore the villain, has been redefined through a contemporary television narrative.

Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns.

To this end, possible items were generated via a review of prior literature, and supplemented by content analysis and a free association task. The measurement instrument was then refined and validated using a pretest of a general consumer sample, and further validated using a second general consumer sample with two online experiments.

Results indicate that the content characteristics of YouTube AR campaigns can be measured using a 15-item, four-construct (informativeness, novelty, entertainment and complexity) instrument. This study also found the direct and indirect relationships between each content characteristic and ad efficacy variables.

The measurement instrument provides practitioners with a broad measure of the content characteristics of YouTube AR campaigns. The results also reveal the effect of different content features of YouTube AR campaigns on the outcome of successful advertising execution.

This study contributes to the body of knowledge in marketing communications via exploring the primary content characteristics of AR advertising campaign videos uploaded on YouTube. It also develops an understanding of the impact of AR technology on consumer behavior and on the experience that it delivers.