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She's got style, she's got grace: En kvalitativ textanalys av H&M:s reklamkampanj ”She’s a Lady”
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
She's got style, she's got grace : a qualitative analysis of H&M’s campaign “She’s a lady” (English)
Abstract [sv]

Reklam har en stor inverkan på allmänheten och påverkar vår uppfattning om omvärlden. Den här studien undersöker hur kvinnor, etnicitetsminoriteter och HBTQ-personer representeras i Hennes & Mauritz reklamfilm ”She’s a Lady”. ”She’s a Lady” har både hyllats och kritiserats gällande dess framställning av kvinnan och huruvida rådande normer och stereotyper som finns i samhället bryts eller upprätthålls.

I en kvalitativ textanalys har samtliga 15 sekvenser i ”She’s a Lady” analyserats utifrån semiotikens denotation och konnotation. Studiens teoretiska ramverk består av semiotik och Yvonne Hirdmans teori om genus. Tre analysscheman har utformats för att analysera reklamfilmens denotation, konnotation och ljud & lyrik. Studien visar att Hennes & Mauritz reklamfilm ”She’s a Lady” är normbrytande men även att reklamkampanjen upprätthåller stereotyper som finns gentemot kvinnor, etnicitetminoriteter och HBTQ-personer. I studiens resultat går det att uttyda att stereotyper som ”white beauty ideal”, femininitet, asiatisk stereotyper, afrikansk stereotyper och HBTQ stereotyper upprätthålls. ”She’s a Lady” är normbrytande med att representera olika etniciteter, kroppsformer, sexualiteter och könsuttryck samt att kampanjen skildrar kvinnan i olika attribut. 

Abstract [en]

Advertising has a major influence on the public and it affects our perception of the outside world. The purpose of this study is to examine how women, ethnic minorities and LGBTQ- people are depicted in Hennes & Mauritz campaign ”She’s a Lady”. ”She’s a Lady” has both been praised and criticized regarding its depiction of females and whether it upholds or breaks the social norms and stereotypes in today’s society.

The study’s methodology is a qualitative content analysis based on semiotics’ denotation and connotation. The theoretical approach of the study contains of Yvonne Hirdmans theory of gender and the theory of semiotics. Two analytic schemas was constructed to clarify the campaigns’ denotation, connotation and sound and lyrics. The campaigns sequences are further on discussed and theorized. The analysis concludes that Hennes & Mauritz’s campaign ”She’s a Lady” breaks today’s social norms and upholds stereotypical depictions previous research has concluded towards women, ethnic minorities and LGBTQ- people. This study concludes that stereotypes such as “white beauty ideal”, femininity, Asian stereotypes, African stereotypes and LGBTQ-stereotypes are maintained. “She’s a Lady” is breaking social norms by representing different ethnicities, body types, sexualities and gender identities as well as depicting women in different characteristics. 

Place, publisher, year, edition, pages
2017. , p. 72
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-35082ISRN: JU-HLK-MKA-1-20170128OAI: oai:DiVA.org:hj-35082DiVA, id: diva2:1074155
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2017-09-07 Created: 2017-02-14 Last updated: 2017-09-07Bibliographically approved

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