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Vem ser vad?: Annonsbilden ur ett genusperspektiv
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Who sees what? : The advertising picture with a gender perspective (English)
Abstract [sv]

Syfte:

Syftet med denna uppsats är att undersöka om det finns skillnader i hur män och kvinnor påverkas av annonsbilder. Ser män och kvinnor i generation Y samma saker i annonsbilden, eller finns här olikheter som påverkar deras syn på annonsbilden.

Metodik: 

Uppsatsen är genomförd utifrån en kvalitativ forskningsansats. Det empiriska underlaget tagits fram utifrån fyra stycken semi-strukturerade intervjuer och två stycken köns-indelade fokusgrupper.

Slutsats:

Uppsatsens slutsatser är att respondenterna påverkades av annonsbilderna oavsett kön. Männen i studien gav oftare uttryck för känslor kring annonsbilderna som sedan kunde uttryckas i en fantasi. Kvinnorna däremot lät sin fantasi spegla deras syn och tolkning av annonsbilden som i sin tur väckte olika känslor hos dem.

Abstract [en]

Purpose:

The purpose with this thesis is to examen if there are any differences between how men and women are influenced by the advertisement picture. Do men and women in generation Y see the same things in the advertisement picture, or do differences exist that influence their perception of the advertisement picture.

Methodology:

The research is implemented with a qualitative method. The empirical foundation is grounded in four semi-structured interviews and two gender divided group interviews. 

Conclusion:

The conclusions are that the advertising pictures, regardless of their gender affected the respondents. The men participating in the study expressed, more often then the women, their feelings about the advertisement picture, which led to an imagination. The women on the other hand gave expression for their imagination around and about the advertisement picture that awoke their feelings about the picture.

Place, publisher, year, edition, pages
2013. , 53 p.
Keyword [en]
Advertisement, Advertisement pictures, Gender, Feelings and Imagination
Keyword [sv]
Annons, Annonsbild, Bildspråk, Genus, Känslor och Fantasi
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-26397OAI: oai:DiVA.org:lnu-26397DiVA: diva2:627672
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2013-06-13 Created: 2013-06-12 Last updated: 2013-06-13Bibliographically approved

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CiteExportLink to record
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