ABSTRACTTitle: The defend of the picture ? a comparison of recruitment Advertisements from the Swedish Armed Forces / Bilden av försvaret? en jämförande studie av Försvarsmaktens rekryteringsannonserNumber of pages: 35Author: Greta SimonssonTutor: Mats LindCourse: Media and Communication Studies CPeriod: Autumn Semester 2007University: Division of Media and Communication, Department of Information Science, Uppsala UniversityAim: Do the messages in the recruitment Advertisements from the Swedish Armed Forces differ between such Advertisements produced in the ?defense against invasion? era and those produced in the present, more internationally oriented era, when analyzed using semiotics? And, how are these Advertisements understood by their receivers?Material and method: Interviews, a focus group and semiotic analysis.Main results: The messages in the recruitment Advertisements have changed. In line with the changed focus of the Swedish Armed Forces to more international cooperation and missions, the present day Advertisements do indeed have a more international and aggressive focus.Keywords: Swedish Armed Forces, information, recruitment, Advertisements, semeiotics..

English title: "Motivated system technician wanted" A study of the relationship between two parts in job Advertisements". The purpose of this study is to describe the linguistics of job Advertisements. The focus is on discursive practice and how the relation between employer and the proposed employee is created through the process of communication in job Advertisements. The method concists of two parts: A critical discourse analysis using the three dimensional model for critical discourse analysis by Fairclough and a text analysis inspired by Hellspong & Ledin. 40 job Advertisements were examined and the analysis revealed that the majority belongs to the category traditional job advertisement and a minority uses more than one discourse.

Master?s Thesis in Media and CommunicationTitle: See me, buy me ? A study of how women and men are exposed in commercial Advertisements for beauty productsAuthor: Annelie EliassonUniversity: University of HalmstadCourse: Media and CommunicationTerm: Spring 2013Supervisor: Ebba SundinExaminer: Ingegerd RydinPurpose: This studys purpose is to examine how women and men are exposed in commercial Advertisements for beauty products. To examine this purpose two main questions have been formulated:What differences and similarities are there in the representation of women and men in the commercial Advertisements?Are there any differences in the representation regarding the target audience in the commercial Advertisements?Method: Quantitative content analysisMaterial: 443 commercial Advertisements for beauty products in the Swedish lifestyle magazines Plaza Kvinna and Café Magazine from 2008 to 2012Main results: The result of the study shows that women and men, presented in the commercial Advertisements for beauty products, were very much alike in most aspects. For example there were only insignificant differences regarding how much of the person?s body that was included in the advertisement, the body position and the activeness of passiveness of the person in question.

Purpose/Aim: The purpose of this study is to examine how the Advertisements of houses in the newspaper of Dagens Nyheter, have developed in layout, by text and image, during the last fifty years and to examine what part of the home is highlighted, as evident values of lifestyle.Material/Method: By examining twenty Advertisements from the newspapers every decade during the period of 1958-2008, the layout and lifestyle will be described and analyzed by a quantative and qualitive (discourse) method.Main results: The Advertisements has changed in many ways. The layout has drastically developed to a more personal layout of the estate agents and the trends of lifestyle have had an impact on how the agents have created the text in the advertisments to entice customers..

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.

The aim of this Masters thesis is to examine the librarian discourses that can be identified in the job Advertisements of today, to examine how the discourses differ and also how these discourses might influence the librarian profession and its status. The method of investigation is a qualitative analysis of printed sources, using Ernesto Laclaus and Chantal Mouffes discourse theory as well as the theory of professions as a theoretical base. The thesis shows that two discourses can be identified in job Advertisements for 2004, one public librarian discourse and one scientific librarian discourse. The major difference between the two discourses are work tasks where the public librarian discourse very often contains areas of responsibility and development work, whereas the scientific librarian discourse often contains administrative work tasks. Other differences include a great demand for driving licences and an interest in children and youth in the public librarian discourse, something which is not asked for at all in the scientific librarian discourse where there is a great demand for knowledge of languages instead.

This thesis examines effects that occur when consumers are placed in a negative category by the sender in an internet marketing context. The effects studied are attitude towards the ad, attitude towards the media, sense of being monitored and sense of being categorized. The authors argue that consumers will become increasingly aware of the fundamentals of internet marketing and how Advertisements online are being directed towards them. Consumers will thus, to a larger extent than today, analyze Advertisements and how they have been individually categorized by the sender. This will affect the way Advertisements are perceived.

This Paper examine how a municipality hire employees and in what way they use relevantlegislation in the recruitment process. The purpose of this paper is to clarify one specific municipality and their recruitment process, where the selection of the candidates is in focus of the process.The premiss is that municipalities can hire whoever they want, although some legislation needs to be considered. The principle of objectivity, the precedence and prohibition against discrimination are some restrictions municipalities must be aware of and not contravene.Further on candidates have an opportunity to require probation of the legality if they experience that mistakes have been made with the recuritment. However, only members of the municipality can emphasise this request.The municipalities job Advertisements conformation and demands will be clarified in the paper. Job Advertisements has a validity regarding disputes refering to discrimination because only the advertisement can justify employers procedure and choise.

Modern societies are generally becoming increasingly capitalist in nature and economies of these societies are thus likely to become more focused on consumer consumption. Advertising plays a vital role in contemporary society where we, as consumers and citizens, are surrounded by it everywhere we look and everywhere we go. This puts pressure on advertisers to become more creative and to explore new ways of marketing their products and services in an already saturated environment. We believe that the added pressure and the already established role of marketing in society make Advertisements an interesting and telling object for analysis. This is particularly the case with regards to the concept of selling and marketing products that have qualities that are known to be less than beneficial for our health.This paper analyzes four commercial Advertisements marketing beer; a product that we argue has qualities that can be seen as potentially bad for the health of individuals and for societies.

Title: What women want ? a study about young men?s self-presentation on the on-line dating site Spray Date.Authors: Anna Tuvehagen & Josefin HultTutor: Lena Widding-HedinPurpose: Our main purpose was to identify implicit norms and ideals for masculinity in young men?s Advertisements on the on-line dating site Spray Date.Questions: How do the men present themselves on Spray Date and what do they accentuate in their Advertisements? What kind of relationship do the men hope to establish and what qualities and attribute do they look for in women? Are there any notable differences and similarities regarding our findings of ideals and the ones in previous research?Method: In order to answer our questions we chose 100 Advertisements made by men in the age 18 to 25. To analyse the Advertisements we used a qualitative content analysis, however we have some quantitative elements.Main results: The men in our study are searching for love on Spray Date and usually describe themselves as nice, cheerful, decent guys with good sense of humour. Although, spare-time interests and activities are what the men mainly focus on. Their interests are broad and all sorts of combinations occur why it is difficult to place the men in categories.

Title: Women's best beautiful will never be good enough: a rethoric and semiotic analysis of four Advertisements for beauty products.Because of the medias central role in peoples lives in the modern society we today live in, they have become a reference in peoples processes of making sence of their subsistences and environments. Commercial companies also want to present an as good image as possible of them towards the recipients through their marketing. Both parts can lead to a distorted picture of the real och everyday and norms and ideals easily form, for example about the correct way a woman should act and be, as the media affect which references should be made available for society.The purpose of this thesis is to examine how four Advertisements for beauty products produce ideals and norms of beauty as well as construct and reconstruct femininity through the ways women are represented. The study will also contain the question about how rethoric and semiotic tools are used to strengthen the messages and sell the products. The following questions will be answered within this study:How is femininity being represented in the Advertisements?How can the Advertisements contribute to the creation of ideals and norms of beauty? How do the companies use rethoric and semiotic tools in the four Advertisements to sell their products and/or strengthen their brands?The study will be executed with a qualitative rethoric and semiotic analysis and the theories applied to it are Mediatization theory, Envisionment theory as well as a theory about gender and femininity.   The foremost results of this study has been that women are represented as constantly striving towards a better beauty to be able to also feel better about themselves, gain better self-esteem and to have more fulfilled and successful lives.

In this thesis, the impact of collective ratings on customers? perception of a product is examined. The empirical data comes from an experimentally designed survey where the effect of collective ratings is measured in the setting of a traditional advertisement for a feature film. In contrast to what previous research would suggest be to the expected outcome, the authors of this paper concludes that in comparison with alternative designs of Advertisements, there are no measurable advantages of including collective ratings in Advertisements from the marketers point of view. We find two explanations to the result: (1) people tend to self-report that they are more influenced by collective ratings than they actually are, and (2) the advertisement which lacked a rating could be as attractive due to cultural interpretations of white spaces..

What are the competencies and qualifications required by employers concerning the first line executives in medical care? In this paper we aim to scrutinise this question by analysing the significance of terms reproduced by employers in Advertisements between 1971 and 2007.Our survey concerns 93 Advertisements and two interviews with knowledgeable authorities on personnel administration in the county council of Jönköping municipality, Sweden. Using a theoretical framework developed by Ellström our results point out how the demands of the employer have changed starting in the 1970?s. We set fore, as a way of conclusion, the setting of competency and qualifications required by the employer have not only increased but appears much more comprehensive and far more complex than ever before..

There are widespread discussions about the use of retouched models in media, ranging from bloggers to legal decision-makers. Research shows that there are negative psychological effects on especially females being exposed to idealized, retouched model images. The purpose of this paper is to explore the effects of using retouched models in advertising from a marketing perspective, based on attitudes, perceived quality and purchase intentions.Based on theories about attractiveness, halo-effects and social comparison, an experimental study was done, investigating the different responses on above mentioned parameters to Advertisements showing either retouched model images or non-retouched model images. Initially it was also tested if the retouched models were seen as more attractive than the non-retouched models. The results showed almost no differences between the reactions to the Advertisements with retouched models compared to the Advertisements with non-retouched models, when all respondent groups were analyzed together.

The purpose of this study was to analyze recent appropriations of works of art in advertising. Why was art infused into magazine Advertisements, how were the works of art tampered with to achieve commercial goals, how well did they function together with the ad copy? What did these Advertisements want? What did the artwork contribute to the commercial message? These were some of the questions asked in the study that involved a closer look at four appropriations: one based on a battle painting by the Swedish 1900th century artist Carl Wahlbom, with a commercial message printed on top;  one a collage including an 18th century portrait of Marie Antoinettte by Elisabeth Vigée-Lebrun; one advertisement was influenced by Dutch 1700th century still lifes, and, finally, one paraphrased Velázquez?s famous painting Las Meninas from 1655. Companies behind the Advertisements featured a Swedish trade journal, a fashion exhibition in Paris, a shop for kitchen utensils in Stockholm, and an up-scale department store in Madrid.The ads, in different ways based on works of art, were evaluated as reasonably successful commercial messages. These ads, however, hardly qualified as works of art in their own right ? if that was the intention.