Vem är kvinnan i reklamen? : En fallstudie om hur Nike och Adidas väljer att framställa och representera kvinnor i reklamfilm 2019
Sammanfattning: Who is the woman in the commercials? A case study of how Nike and Adidas choose to portray and represent women in commercials 2019 This case study investigates how women are represented in the commercial films Nike – Dream Crazier and Adidas – She Breaks Barriers: More Visibility. Bigger Dreams. The study aims to investigate both in what way the films can be seen as examples of commodity feminism and how women are represented, what roles they are given and in what context they are represented through a multimodal text analysis. The study has, with theories of representation, stereotypes, the male gaze, commodity feminism and framing, shown that women in the films are represented as dedicated and professional athletes who, in addition to being physically strong, also possess the mental strength to "fight back" against the maledominated sports culture. Further, the study showed that the depicted women are represented as strong individuals and combined with the films “emancipation narrative” the analysis illustrates how it is the individual viewer who is asked to act differently. Not society. This, we mean, can create an additional mental ideal for particularly women to live up to beyond the physical ideal. The type of the brands examined in this study in combination with the overall composition and narrative of the films allow the films to be seen as examples of commodity feminism. The composition of the films can also be interpreted as a way for the brands to address the viewer as a “human” rather than a “customer” which we mean can indicate a shift in the advertising landscape.
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