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"Girl Power in Advertising": A qualitative study of how postfeminism and intersectionality are appropriated in two advertising campaigns
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Advertising is increasingly, and has become one of the most powerful forms of global communication. It is one of the most influential tools in spreading ideas about gender, ethnicity and sexuality that create perceptions. Advertising has becoming increasingly global due to the globalization of the Western society and culture. This creates a need for intersectional awareness in advertising in order to avoid communicating inequalities. This bachelor thesis examines and analyze how femininities are articulated in advertising that exists within the contemporary context of popular feminism. Specifically, it offers an analysis of how postfeminism as a contemporary formation of feminism informs these advertising campaigns. The study examines two visual commercials, one from Adidas Originals and one from H&M. A multimodal semiotic analysis was used to analyze the empirical material in order to find out its meanings. The result indicates that the two advertising campaigns from H&M and Adidas Originals presents various and diverse forms of femininities by showcasing women with different looks, bodies and ethnicities. H&M’s commercial showcase women who are seen as empowered, confident and who acts out in different environments. Adidas Originals rather puts emphasis on showcasing women and men who speaks about issues concerning gender, body image and ethnicity. Both campaigns, it is argued, articulate and negotiate a discourse of postfeminism. 

Place, publisher, year, edition, pages
2018. , p. 39
Keywords [en]
advertising, femininity, gender, intersectionality, postfeminism, media
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:su:diva-157165OAI: oai:DiVA.org:su-157165DiVA, id: diva2:1216529
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Available from: 2018-07-30 Created: 2018-06-11 Last updated: 2018-07-30Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • 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
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