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1. 1. På kvinnornas sida? Hur unga kvinnor upplever reklam med feministiska och normbrytande budskap

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Karolina Jakstrand; [2017]
   Nyckelord :Purpose-driven advertising; commodified feminism; norm-breaking advertising; ideals; empowerment; Stuart Hall; the male gaze; objectification; Social Sciences;

   Sammanfattning : This study investigates how young women experience and understand purpose- driven advertising with feminist and norm-breaking messages, and the conse- quences of their perception regarding the ideal body. The phenomenon is exempli- fied by the use of three current campaigns from 2016, all of which say that they have a woman-promoting message. LÄS MER