Syftet med denna uppsats är att analysera hur män och maskulinitet framställs i reklam riktad till olika mediegenerationer genom olika TV-plattformar. Frågeställningarna har sitt fokus i att tydliggöra hur männen framställs i reklaminslagen genom bland annat hur de agerar, vilka personlighetstyper som uppvisas och även vilka likheter och skillnader som kan påvisas mellan de olika mediegenerationerna. Studiens urval har sett till att analysera reklaminslag på både traditionell TV och webb-TV för att på så sätt påvisa en skillnad mellan dessa, då reklam idag mer specifikt kan riktas till en speciell målgrupp. Urvalet har också bestått i att urskilja olika mediegenerationer där dessa har legat till grund för den efterföljande resultatdelen. Detta har studerats genom en kvantitativ innehållsanalys där ett kodschema har skapats och resultatet sedan kodats i IBM SPSS.

Alkoholkonsumtionen i Sverige är högre än på mycket länge. Med nya överenskommelser,som öppnade möjligheter för alkoholbranschen att marknadsföra sina produkter, utsättskonsumenter för ökad påtryckning av önskad kommunikation från företagen. Företagenskommunikation riktar sig gärna till den yngre allmänheten som ofta formar sinauppfattningar och attityder genom inlärning och erfarenheter. Uppsatsen behandlarhuvudsakligen företagets kommunikation med hjälp av tre angreppssätt; medieval,förpackning och reklam. Beroende på förespråkarens kön uppfattas reklamens inriktning oftaolika.

This paper supports the thesis that creative consumer advertising also can be used as a recruitment tool. By increasing the level of creativity used in their communication, a company can affect the attractiveness of themselves as future employers. The creative advertising influences the brands perceived creativity. It also increases the perceived social, development- and reputational value as well as the future intentions with the brand. By being more creative the brand is also viewed as making more marketing effort, which in turn affects the perceived potential of the brand in a positive way.

This thesis explores the effect of using a new media in the marketing mix. SL, in cooperation with Clear Channel, has covered the outside of an entire carriage, 46,5 meters long, in an underground train with an Advertisement for a company. This new form of advertising has taken place in the Stockholm Underground system during spring 2005. The five companies participating in this project are MTV, the Aftonbladet/Sportsbladet, Eniro 118 118 SMS, Heinz and the Gallerian.An empirical study has been carried through to survey the motive for companies to market themselves, their brand and product/service, by using the outside of a carriage on an under-ground train as a gigantic, mobile bill¬board. The study also investigates the commuters? attitude regarding this form of advertising.

In this study, we have explored a new area called ?gamification? ? a word and concept that was first introduced on the Internet autumn 2010. Gamification concerns integrating game design, with emphasis on game mechanics and game dynamics, into non-gaming contexts ? such as marketing. At its basic definition, it concerns the process of transforming all kinds of activities into games.

A change is gradually taking place in the media industry. Traditional communication channels are being replaced by new, electronic, ones (Johnson, 2003). Segmented marketing is gaining popularity, as the mass-marketing model is becoming more or less obsolete (Kotler et al. 2001). At the same time, the consumers? attention span is more divided than ever (Neff, 2004).

In the early 1990?s more and more companies of the Swedish public sector were exposed to competition, and this started the debate on how such actions might affect the business and even society.The first chapter examines how the public sector and especially health care, is financed and managed. We also explore what it means to be exposed to competition and find that there are many different ways of exposing the public sector to competition. The study examines dental care as an example of a market with both publicly and privately owned companies. The purpose of this paper is to explore how publicly and privately owned health care companies view their relationship with their consumers.

Kandidatarbetet undersöker och diskuterar frågeställningen "Vilket socialt ansvar har jag som grafisk formgivare i skapandet av skönhetsidealen?". Kandidatarbetet fokuserar på att skapa en diskussion kring ämnet skönhetsideal, hur dessa påverkar unga kvinnor samt vilka möjligheter det finns för att bryta samhällsnormer och göra en förändring, en större skillnad. Utifrån mitt forskringsresultatet kring skönhetshistorian och dess utveckling under åren, har jag skapat en produktion i form av modeillustrationer. Jag tycker inte att samhället inser hur kraftfullt påverkade vi har blivit av media och modebranschen under de senaste åren. Även de som inte är intresserade av mode och skönhet. Vi som jobbar inom medie- och reklambranschen är den tredje statsmakten.

Kandidatarbetet undersöker och diskuterar frågeställningen "Vilket socialt ansvar har jag som grafisk formgivare i skapandet av skönhetsidealen?". Kandidatarbetet fokuserar på att skapa en diskussion kring ämnet skönhetsideal, hur dessa påverkar unga kvinnor samt vilka möjligheter det finns för att bryta samhällsnormer och göra en förändring, en större skillnad. Utifrån mitt forskringsresultatet kring skönhetshistorian och dess utveckling under åren, har jag skapat en produktion i form av modeillustrationer. Jag tycker inte att samhället inser hur kraftfullt påverkade vi har blivit av media och modebranschen under de senaste åren.

Denna uppsats syfte är att med hjälp av diskursanalys med inriktning på bildanalys och samspelet mellan text och bild, jämföra kampanjerna ?Det där löser sig säkert? med dem på temat ?Vad håller du på med?? för att utröna om deras syfte, innehåll och diskurs förändrats över tiden och i så fall på vilket sätt. Detta syfte tar sig uttryck i följande huvudfrågor:Vilken diskurs använder sig Försvarsmaktens reklamkampanjer av?Hur skiljer sig diskursen i reklamkampanjerna från varandra?När det gäller fråga ett ovan visar uppsatsen att det som de båda kampanjerna diskursmässigt har gemensamt är att den övergripande säkerhetspolitiska diskurs som förmedlas genom bilderna, är den nya säkerhetspolitiska doktrin som gör gällande att det moderna samhällets primära hot inte är det totala kriget utan en komplex hotmiljö bestående av allt ifrån instabila länder i när och fjärran, terrorism och naturkatastrofer. Ingen av kampanjerna förmedlar dock visuellt på ett mer utförligt sätt vad Försvarsmakten egentligen sysslar med.När det gäller fråga två ovan påvisar uppsatsen följande skillnader mellan de båda kampanjerna.

Since the Human Immunodeficiency Virus (HIV) that causes Acquired Immune Deficiency Syndrome (AIDS) was discovered in the 1980s, the condom has scientifically proven to be the only technological device that can prevent transmission of the virus during sexual intercourse. This technical approach to the HIV has strongly emphasized that prevention is only possible if the condom is properly used. However, as a technological artifact the condom has shown that its use is laden with values. The question of values on condoms has brought in a heated debate on the moral justifications of its use. In Malawi, just as in other African countries, the Faith Community has rejected the Governmentsplea to promote condoms as the preventive measure against the virus.The Faith Community has emphasized on abstinence and mutual faithfulness as the only reliable means to the prevention of HIV/AIDS.

Podcast is a new audio media in Sweden and has become larger and increasingly more popular in the past few years. In line with this, companies have seen the opportunity to use this type of marketing in the new coveted media and have created a new marketing tool in the form of sponsorship. Previous studies in this field indicate that this is a very effective method to reach a broad audience, but it still is a relatively new area with very little research in existence today. This study is an analysis of how receptive listeners are to marketing through podcasts and the ability companies have to create a sustainable and effective strategy for successful marketing through this type of medium. The collection of data for this study consists of two different qualitative interviews, the first one with listeners that were chosen, and the second with the sponsor company for two of the largest podcasts in Sweden. The essay´s empirical evidence shows how receptive listeners are to marketing via podcasts, what their podcast habits look like, what form of approach in marketing they prefer, and how often they take part in different offers. From the interviews with listeners and sponsoring companies in the study, it is concluded that the best and most effective strategy for marketing through podcasts is to weave advertising in the conversation and therefore increase the credibility and disturb the listener as little as possible.

In the early 1990?s more and more companies of the Swedish public sector were exposed to competition, and this started the debate on how such actions might affect the business and even society.The first chapter examines how the public sector and especially health care, is financed and managed. We also explore what it means to be exposed to competition and find that there are many different ways of exposing the public sector to competition. The study examines dental care as an example of a market with both publicly and privately owned companies. The purpose of this paper is to explore how publicly and privately owned health care companies view their relationship with their consumers.

Due to the developments in today's gender discussions, this essay aimed at investigating the gendered constructions and encouragements to consumption. As a former fashion student I have a special interest in the commercial constructions featured in fashion magazines, especially since advertising, fashion and perceptions of gender have long walked hand in hand. Just as feminism studies have shown femininity being a fluid identity, recent studies of masculinities, media and culture are also showing changes in the depictions of men.The aim was to clarify how fashion magazines encourage men and women to consume products and ideals, and also discuss the gender constructions occurring in the junction of editorial and commercial text (articles and Advertisements). The analysis was thereof based on three main questions:-       How is consumption encouraged in male and female fashion magazines?-       What kind of gendered pattern appears in the junction of Advertisement and editorial text?-       With regard to the gender constructions, what is the reader encouraged to consume?The theoretical framework of the analysis was based on gender studies and political economy, mostly describing a commercial perception of feminine journalism and a new metrosexual expression in men?s fashion and lifestyle magazines.By using a combination of quantitative (content analysis) and qualitative (semiotics) approach two fashion magazines, Elle and King Magazine (published in May 2013) were used as representatives of fashion magazines in general.The results showed clear differences between the sexes.

It is clear that media advertising is one of the crucial marketing tools for companies in order to promote their products and services. As we are moving towards more and more economic integration, both on a regional and global scale, the question about standardisation of media advertising has become increasingly important and is nowadays subject to discussion in most international companies. This thesis deals with the issue of standardisation in a region where the process of political, legal and especially economic integration is taking its course, but where cultural and linguistic diversity is still a remaining fact: Europe. The aim of this thesis was to investigate the potential gains from a standardised advertising approach but also to identify its limitations. Especially on a market place like Europe, with its diverse cultural and linguistic background, a fully standardised approach might be difficult to implement.