Mannen och kvinnan i reklamen.
En studie av annonserna i tidskrifterna Café och Elle.
GenderMasculinityFemininityHappinessAdvertisingStereotypesMythsMetaphorsGenusMaskulinitetFemininitetLyckaReklamStereotyperMyterMetaforer
Men and women in advertising - a study of the ads in the magazines Café and Elle is an essay in media and communication studies covering 15hp. The author examines what is considered masculinity and femininity in a variety of advertisements, and which products are linked to masculinity and femininity. Besides this, the author also examines the production of happiness, and how this may differ between men and women. Although stereotypes, myths and metaphors are examined. The essay is examined on the basis of gender theory, and theories about stereotypes and myths. This is examined by using both a less extensive quantitative approach and a more detailed qualitative method. Semiotics is the qualitative method used, which include denotation and connotation that is used as some of the tools. The result of the study shows that masculinity and femininity is something that is separate from each other. Different stereotypes, myths and metaphors could also be found in the material. One of the conclusions is that while masculinity seems to be something that is associated with doing something, femininity seems to be something that is associated with being something. Also happiness is something that differs between men and women.