Inkluderande reklam ur ett intersektionellt perspektiv

Sammanfattning: Advertising is something that affects people in everyday life, people meeting several hundreds of advertising messages every day that affect how thoughts and values ​​regarding what is socially accepted or not. The norms that reproduced again and again in the public space affects the mindset of who should get seen and which not to have seen in marketing. This study has as objective to study how a communications agency working with the representation of different groups in advertising. The report has a qualitative approach where interviews with employees at the agency have been made to establish facts on how they are working with diversity in marketing today. Beyond that, has different publications that the agency produced been audited and it has been made with an ​​content analysis by a method called semiotics and another one that is called the intersectional analysis. The Agency thinks it is important to work with diversity in marketing and they sees opportunities to influence the prevailing norms and stereotypes that today's advertising reproduces, but at the same time they see that there is resistance or rather the fear from potential customers to try something new. Pondus Kommunikation like to include as many recipients of communication they produce as possibility. In the interviews done it emerged that advertising directed to a small specific audience will see not all in the audience exactly the same and where people have different backgrounds , appearance and sexual orientation.