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Feminin, maskulin eller mittemellan?: En analys av porträtteringen av kvinnor och män i dagens reklam i livsstilsmagasinen Café och ELLE
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Feminine, masculine or in between? : An analysis of how women and men are portrayed in today’s advertisements in lifestyle magazines Café and ELLE (English)
Abstract [en]

What do advertisements tell us is typically feminine or masculine? And do they ever tell us that it doesn’t matter what sex we are? The purpose of this study was to identify the ways men and women are portrayed in advertising today when displayed together. We believe that advertising has an effect on how we believe women and men should act towards each other in real life and that equality in advertising could contribute to a more equal society. For our study we used a combination of methods, combining a quantitative content analysis and a qualitative image analysis. We chose the theory of social constructivism and the thoughts of Vivien Burr as our theoretical framework. We also primarily used the work of Erving Goffman and Yvonne Hirdman in gender research. For the quantitative part of the study we analyzed 74 advertisements from Café and ELLE – the two largest Swedish magazines in the categories Lifestyle-Woman and Lifestyle-Man. The ads where divided into three different categories depending on what stereotypical signs, or lack thereof, we could find. The categories where named traditional ads, reversed ads and equality ads. For the qualitative part of the study we used a semiotic method and analyzed six of the 74 ads with a semiotic method using denotation and connotation in order to find the deeper meaning of the signs we could see. Two advertisements from each category were selected, aiming to represent the differences of the categories in a visible way. We expected to see a majority of stereotypical ads and that these were found more often in magazines for men than those for women. Results showed that although the majority of the analyzed ads are traditional, we also found many which are equal. This indicates that we have come a long way but also that there is still more that can be done in the process of becoming a completely equal society.

Place, publisher, year, edition, pages
2013. , 60 p.
Keyword [sv]
femininitet, maskulinitet, reklam, genus, socialkonstruktivism
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-27187OAI: oai:DiVA.org:lnu-27187DiVA: diva2:633350
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Supervisors
Examiners
Available from: 2013-06-27 Created: 2013-06-26 Last updated: 2013-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf