Kvinnor och män i reklam : En kvantitativ innehållsanalys om kvinnor och mäns framställning i modemagasin ur ett genusperspektiv

Sammanfattning: 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. Our result indicated that ELLE and KING's advertisements relates to many of the traditional gender stereotypes even today.