Den postfeministiska reklamkvinnan
en kvalitativ studie om den postfeministiska kvinnoframställningen i kvinnotidskrifternas reklamannonser
AdvertisingPostfeminismFeminismMagazinesWomen's magazinesAdvertising analysisQualitative content analysisReklamPostfeminismFeminismTidskrifterKvinnotidskrifterReklamanalysKvalitativ innehållsanalys
Women magazines are like guides to women and girls, due to the fact that they consistently upgrade their women audience about different trends. Advertising ads that are directed toward women are enjoying being in the atmosphere of women magazines, based on their frequent presence in women magazine?s content. Postfeminism is regarded as being an escape from feminism or as the opposite of feminism because they don?t share feminism?s ideology about equality, gender, and feminism?s questions about power struggle. I therefore consider postfeminism having the tendency of being apprehended both as traditional and modern woman position, and not as radical as feminism. Therefore is postfeminism?s ideology a well fit to women magazine?s advertising ads which feminism criticizes of having a too traditional view on women.The aim of this study is to analyze how ads reproduce and characterize postfeminism in women magazine?s advertising ads. To be able of answering this study?s question I have analyzed and characterized postfeminism?s different women representations that appears in advertising ads. After examining the advertising ads I divided them into postfeministic categories.The results confirm that postfeminism does exist in women magazine?s advertising ads. This study can characterize seven postfeministic women representations that advertisers use. Postfeminism?s two main categories ?chick? and ?grrrl? is a previous theory which is also confirmed in this study, within the advertising market. The traditional ?chick? women in advertising ads have a role to educate the female receivers. This by telling them how to take care of their appearance, how to be healthy, which products are good to use, what boys like etc. So to say, they educate the female receiver?s feminine things. Postfeministic ?grrrl? women in advertising ads symbolize and embrace the individual, the uniqueness and the feminine, confident woman.