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Kvinnor och män i reklam: En kvantitativ innehållsanalys om kvinnor och mäns framställning i modemagasin ur ett genusperspektiv
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Women and men in advertisement : A quantitative content analysis about women and men representation in fashion magazines from a gender perspective (English)
Abstract [en]

This study is about gender stereotypes that occur in the magazines of ELLE and KING's advertisements in 2014. The purpose of this inquisition is by using a gender perspective to examine the interpretation of women and men, compare how they relate to the traditional gender stereotypes. To answer our purpose of this study, a selection of 400 advertisements were analyzed based on it's content and visual expression. Through a content analysis, we could measure the frequency of 18 variables and put them in relation to each other to grasp the differences that exist between the genders. The results are presented in bar charts based on the variables that proved most interesting outcome between the genders. Our result indicated that ELLE and KING's advertisements relates to many of the traditional gender stereotypes even today.

Place, publisher, year, edition, pages
2014. , 66 p.
Keyword [en]
Advertisement, fashion magazine, femininity, gender, masculinity, stereotypes
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-36727OAI: diva2:743720
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Available from: 2014-09-09 Created: 2014-09-04 Last updated: 2014-09-09Bibliographically approved

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Kvinnor och män i reklam - Linda Fick & Sofia Nilsson(1455 kB)374 downloads
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