Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Jeans for all: The change of portrayal of female and male models in the advertisements by Levi’s Jeans from 1960s until 2000s
Högskolan i Jönköping, Högskolan för lärande och kommunikation.
Högskolan i Jönköping, Högskolan för lärande och kommunikation.
2014 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Reading through fashion magazines we are greeted by advertisements from various fashion brands advertis- ing for both genders. The reader is, however, not always aware of all the messages being communicated through various signs in advertisement pictures. The purpose of our study is to examine closer whether changes occurred from a gender perspective between 1960s and 2000s in print ads by Levi’s Jeans, and how the print ads differ between the genders. We chose to examine this in a clothing company Levi's Jeans, con- sidered as it is the first original jeans brand, that has advertisements for both genders and has been around for long enough in order to satisfy the criteria of our study. The primary research question of the study is therefore "How has the image of female and male models in Levi's Jeans’ advertising changed from the 1960s up to the 2000s?"

To carry out our analysis of advertisements we chose to use a qualitative method and conduct a semiotic analysis of five advertisements from 1960s until 2000s. Our theoretical framework is the basis for our study and includes semiotics, with the various concepts included in the analysis (sign and its three aspects (index, icon, symbol), connotation/denotation, codes and connection to advertisement), gender stereotypes and body ideal development.

We concluded that a change was to be observed both generally in the ads and on a gender specific level. The progress of the models in the Levi's Jeans’ ads from the analyzed time-period followed the general ideal body development also observed in other studies. The advertisements by Levi's Jeans have grown more se- rious and rough, with models expressing less joy and playfulness and to play more on the sexual tension, but less nakedness than expected. 

Ort, förlag, år, upplaga, sidor
2014.
Nationell ämneskategori
Medie- och kommunikationsvetenskap
Identifikatorer
URN: urn:nbn:se:hj:diva-23557OAI: oai:DiVA.org:hj-23557DiVA, id: diva2:700064
Ämne / kurs
HLK, Medie- och kommunikationsvetenskap
Handledare
Examinatorer
Tillgänglig från: 2014-03-04 Skapad: 2014-03-03 Senast uppdaterad: 2014-03-04Bibliografiskt granskad

Open Access i DiVA

Jeans for all(898 kB)1746 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 898 kBChecksumma SHA-512
c758c1cd232460a795e4527d47b9d235800707ed4f48486e70422f8fa06517d81786d7542c86f843234db911ca429140281e2a2db52cf95131a28f5d8725f2f5
Typ fulltextMimetyp application/pdf

Av organisationen
Högskolan för lärande och kommunikation
Medie- och kommunikationsvetenskap

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 1746 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 958 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf