Outre les milieux carcéraux et psychiatriques, les traits de personnalité et les comportements associés à la psychopathie se retrouveraient chez des personnes non-institutionnalisées. Plusieurs chercheurs soulèvent que le recrutement des personnes qui possèdent un niveau élevé de traits psychopathiques représente un réel défi (Benning et al., 2018; Dinn et Harris, 2000; Mullins-Sweatt et al., 2010 et Ndiaye, 2009). Par conséquent, déterminer une méthode de recrutement efficace serait bénéfique, épargnant du temps et des coûts aux chercheurs qui recrutent de trop grands échantillons sans avoir accès à la population cible (Patrick et al., 1998). Ainsi, l’objectif du mémoire est d’évaluer l’efficacité de trois annonces visant à cibler spécifiquement les personnes qui possèdent un niveau élevé de traits psychopathiques au sein de la communauté. La première annonce est une traduction renversée de celle de Widom (1977), soit : « Nous recherchons des personnes charmantes, agressives, insouciantes, qui sont impulsivement irresponsables, mais bons pour manipuler les autres et égoïstes ». La seconde est conforme à la méthode utilisée par Chapleau (2015) et DeMatteo et al. (2005), étant : « Êtes-vous charmeur, intelligent, aventureux, combatif et êtes-vous souvent porté à agir sous le coup de l’impulsion? Avez-vous tendance à vous ennuyer rapidement et cherchez-vous à profiter de la vie au maximum? ». Finalement, la dernière annonce consiste à solliciter les participants pour une étude portant sur la personnalité. L’échantillon de 969 participants se divise en trois groupes dépendamment de l’annonce à laquelle ils ont été exposés, remplissant un même questionnaire composé du Self-Report Psychopathy Scale III (SRP-III; Paulhus et al., sous presse) et du Levenson self-report Psychopathy Scale (LSRP; Levenson et al., 1995). L’annonce qui semble la plus efficace est celle de Widom (1977), qui a permis de recruter le niveau moyen de psychopathie le plus élevé. Ce faisant, les chercheurs qui s’intéressent aux personnes possédant les caractéristiques affectives, interpersonnelles et comportementales associées à la psychopathie pourront utiliser cette annonce. / Personality traits and behaviors associated with psychopathy have often been found in environments such as prisons and psychiatric institutions. These traits can also be found among individuals living in the community. However, recruiting individuals showing various levels of psychopathy is challenging for researchers (Benning et al., 2018; Dinn et Harris, 2000; Mullins-Sweatt et al., 2010 et Ndiaye, 2009). In order to help researchers who are recruiting large community, it would be beneficial to refine recruiting procedures (Patrick et al., 1998). Therefore, the goal of the present thesis was to evaluate the efficiency of three recruitment procedure that can be used to specifically target people in the community who have some level of psychopathic traits. The first advertisement is a back translation in French of Widom (1977) : “Wanted: charming, aggressive, carefree people who are impulsively irresponsible but are good at handling people and at looking after number one”. The second was taken from Chapleau (2015) and DeMatteo et al. (2005) : “Are you charming, intelligent, adventurous, combative, and impulsive? Do you get bored easily and like to live life on the edge?”. Finally, the last advertisement is to recruit participants for a study on personality. A sample of 969 participants was divided into three groups depending on which ad they were exposed. All participants answering the same questionnaires including the Self-Report Psychopathy Scale III (SRP-III; Paulhus et al., sous presse) and the Levenson self-report Psychopathy Scale (LSRP; Levenson et al., 1995). The recruitment procedure used by Widom (1977) was found to be the most effective in that it allowed the recruitment of the highest average of psychopathy. It is recommended that researchers who are interested in people having affective traits, interpersonal traits and behaviors associated with psychopathy can use this recruitment procedure.

Consumer purchase decisions is a vital process for online fashion retailers to customers. The Corona pandemic has resulted in more people purchasing through the internet and increase online shopping in Bangladesh than ever before. A limited number of studies provide insight into how consumers are influenced to buy fashion products from online specifically through Facebook. In this regard, it is very important for retailers to present their product and services to consumers in an appropriate way for their digital platform. In Bangladesh, consumers are moving towards online and e-commerce fashion as a new trend now than ever before. Therefore, the author found it interesting to research digital marketing influences in consumers purchase decisions. Existing studies about consumer purchase decisions of fashion product has provided a limited understanding of the phenomenon in terms of Bangladesh. However, overall process of making purchase decisions is studied insufficiently. There is insufficient conceptually reasoned during taking decision to buy a fashion product from Facebook. Consumers are facing challenges due to lack of scholarly investigation, practical advice, practice, strategy for making the right purchase decision in Bangladesh, Additionally, it is difficult to make the right choice and make ideal purchase for them through online and e-commerce experiences. The findings of this study will contribute to the understanding and increase knowledge of consumer purchase decisions from online shopping and furthermore, it is also interesting to see how fashion brands use online platforms like Facebook to promote their fashion brands. In addition, this study will provide a brief introduction to the digital marketing, Facebook advertisement targeting specific consumers and marketers. In general, this study will provide guidelines for those who seek to understand, evaluate, and investigate the digital marketing and the factors that influences purchase decisions. At the same time, this study will deliver guidelines for fashion brand managers on Facebook advertisement process and give them a sense of direction on advertisement content selection and the areas that need more focus while using digital marketing on Facebook. To fulfill the purpose of this study, a qualitative method (inductive approach) was chosen to collect and analyze the relevant data. Data collection has been carried out through telephone interviews with five individual experts in fashion product sourcing, production, marketing, quality, logistics and merchandising in Bangladesh. To move with this research, the author will have to code and systemize the raw data and using the codes has made a theme that are relevant and connected with theoretical framework in this study. The findings were interpret using simple terms and general conclusions were drawn. Product quality, communication, review, recommendation, product aesthetics and price are the key influencer to take fashion product purchase decisions. Beside this, an organized Facebook page, Facebook live show, advertisement content also affects purchase decisions. Sometimes, brand value can influence in purchase fashion product.

Syfte: Syftet med detta examensarbete är att kartlägga de egenskaper som efterfrågas av produktionschefer inom tillverkning respektive chefer inom socialt och kurativt arbete utifrån platsannonser riktade mot dessa yrkeskategorier i Sverige. Genom att kartlägga egenskaper undersöks vidare om det går att se mönster, likheter eller olikheter beträffande efterfrågade ledaregenskaper på såväl aggregerad som på detaljnivå, vilka egenskaper som framstår vara de bästa prediktorerna för anställning eller avancemang samt ifall man eventuellt kan nå en bättre förståelse av framtidens ledare genom att kartlägga mönster av efterfrågade ledaregenskaper via femfaktormodellen.  Metod: Kartläggningen av egenskapsord och -uttryck i detta examensarbete bygger på innehållsanalys av 150 stycken platsannonser inom två olika kategorier av chefer. Det empiriska materialet kategoriseras utifrån femfaktormodellen samt Lewis Goldbergs (1990) vidareutveckling av modellen i form av 100 underliggande egenskapskluster.  Resultat och slutsats: Resultaten av kartläggningen visar att personliga egenskaper efterfrågas i väldigt hög utsträckning samt att energinivå, samarbetsvillighet och organisation är de vanligast efterfrågade egenskapsklustren i de båda kategorierna på en aggregerad nivå. Kartläggningen visar även att annonser riktade mot produktionschefer inom tillverkning i högre utsträckning efterfrågar egenskaper såsom energinivå och beslutsamhet, medan annonser riktade mot chefer inom socialt och kurativt arbete i högre grad efterfrågar egenskaper som självkänsla, empati och insikt.  Examensarbetets bidrag: Detta examensarbetes vetenskapliga bidrag ligger i dess försök att utnyttja en mer detaljerad personlighetstaxonomi i kartläggningen av ledares egenskaper. Arbetet utnyttjar även ett material, platsannonser, vilket är förhållandevis sparsamt utnyttjat material när det gäller forskning kring ledare och ledaregenskaper.  Förslag till vidare forskning: Metoden som används i detta examensarbete kan testas och vidare utforskas utifrån andra branscher, tidsrum och kulturella/geografiska ramar. Kartläggningen kan även kompletteras genom kvalitativa infallsvinklar för att pröva korrelation mellan efterfrågan i annonser och faktiskt utfall gällande ledaregenskaper. / Aim: The purpose of this thesis is to map the personal traits that are sought after in job advertisements aimed at production managers in manufacturing and managers in social and curative work in Sweden. By mapping characteristics, it is further investigated whether it is possible to see patterns, similarities or differences regarding demanded leadership qualities on both an aggregated and detailed level, which qualities appear to be the best predictors of employment or advancement, and if a better understanding of the leaders of the future can possibly be achieved through to map patterns of demanded leadership qualities via the five-factor model.  Method: The mapping of personality words and characteristics in this thesis is based on content analysis of 150 job advertisements within two occupational categories. The empirical material is categorized based on the five-factor model and the 100 trait/synonym clusters further developed by Lewis Goldberg (1990).  Results and conclusion: The results of the mapping show that personal traits are in demand to a very high extent and that energy level, willingness to cooperate and organization are the most frequently sought-after trait clusters on an aggregated level. The mapping also shows that advertisements aimed at production managers in manufacturing to a greater extent demand personal qualities such as energy level and determination, while advertisements aimed at managers in social and curative work more often look for qualities such as self-esteem, empathy and insight.  Contribution of the thesis: The scientific contribution of this thesis lies in its attempt to use a more detailed personality taxonomy in the mapping of the characteristics of leaders and its use of job advertisements, a material which is relatively sparingly used when it comes to research on leaders and leadership qualities.  Suggestions for future research: The method used in this thesis can be tested and further explored based on other industries, time periods and cultural/geographical frameworks. The mapping could also be supplemented by qualitative approaches to test the correlation between demands in job advertisements and the actual outcomes regarding leadership qualities.

The purpose of this study is to explore how the use of primary colors in social media advertisements influences consumers’ mental response, which was done by analyzing how consumers responded to the primary colors through cognition, emotion and perception in social media advertising posts. The theoretical framework was built on the concepts of primary colors (e.g. red, blue and yellow) and the mental response through cognition, emotion and perception.  A qualitative research approach was chosen due to the study’s exploratory nature. Focus groups were conducted since it is argued to effectively meet the purpose based on the participants' possibility to elaborate and provide the discussion with comprehensive insights. Each focus group engaged and discussed three social media advertisements, in an Instagram context, with each advertisement featuring a primary color.   Coding inspired by grounded theory was used in order to establish mental response categories. These mental responses were then analyzed and explored together with a theoretical framework to be able to answer the research question. The analysis provided the reader with an understanding of how consumers respond to SMAs and presented six mental response categories. In conclusion, there were four mental response patterns which were identified. Firstly, perception, cognition and emotion. Secondly, cognition, emotion and perception. Thirdly, emotion, perception and cognition. Finally, perception, emotion and cognition.

Platsannonsen är ett medel för att övertyga arbetssökande att bli en del av arbetsgivarens gemenskap. I utformningen av platsannonser kan arbetsgivare marknadsföra sig genom att använda retoriska språkverktyg och även framställa en bild av organisationen, men i platsannonsen finns även en underliggande, dold berättelse om hur företaget ser på världen. Med en retorisk analys kan man synliggöra de dolda budskapen bakom organisationens beskrivning av sig själva och av den önskade kandidaten. Syftet med denna uppsats är därmed att genom en retorisk analys utforska och förstå rekryteringsspråket i platsannonser inom två olika yrkesområden. Detta görs med hjälp av fantasitema-analys och genom analys av fem retoriska figurer för att förstå hur platsannonserna använder retorik och hur de i sin helhet framställer en gemenskap. Utifrån syftet utgår uppsatsen från följande frågeställningar: Vilka retoriska figurer används återkommande i platsannonser inom data/IT-branschen respektive vårdsektorn? Vilka gemenskaper projiceras genom fanatsiteman i platsannonser inom data/IT-branschen respektive vårdsektorn? Hur branschspecifikt är rekryteringsspråket? Metoden som användes var en kombination av kvalitativ och kvantitativ innehållsanalys av platsannonser från två olika branscher, data/IT-branschen och vårdsektorn. Det var 60 platsannonser, 30 från respektive bransch, som analyserades med hjälp av fem retoriska figurer och fantasitema-analys. Resultaten av analysen visade att både data/IT-branschen och vårdsektorn använder de retoriska figurerna hyperbol, superlativ, metafor, hendiatris och bathos för att förstärka budskap i platsannonser. De användes både för att skapa en förstärkt bild av organisationen och för att beskriva de önskade kvalitéerna hos arbetssökande. Fantasitema-analysen visade att data/IT-branschen projicerar en gemenskap som strävar efter att vara innovativ, spännande och att nå framgång. Vidare framställer sig organisationerna söka en kandidat som är driven, har ambition för utveckling och som passar in i organisationens etablerade kultur, vilket skulle kunna tyda på en viss homogenitet i data/IT-branschen. Fantasitema-analysen visade att vårdsektorn projicerar en omsorgsfull gemenskap som eftersträvar hög kompetens och som tycker att det är viktigt att nyanställda får stöd. Dessutom beskriver organisationerna sig som prestigefyllda arbetsplatser där den viktigaste drivkraften för arbetssökande framställs vara att göra skillnad och arbeta med ett meningsfullt arbete. När data/IT-branschen och vårdsektorn jämfördes framkom det att det fanns både likheter och skillnader. I platsannonserna använder branscherna de fem retoriska figurerna på ett likartat sätt för att beskriva organisationen och arbetssökande. Vidare framkom liknande fantasiteman i branscherna, dock i olika frekvens. Resultatet tyder på att data/IT-branschen och vårdsektorn har vissa skillnader, men platsannonsernas retoriska struktur och språk används likartat och därmed skulle rekryteringsspråket anses kunna vara relativt generellt.

The purpose of this study is to explore how ads on Instagram can create a positive attitude for the recipient. This was investigated through a quantitative survey where the respondents, girls belonging to generation Z, got to choose between ads, identify what caught their interest and describe their experience of the ads. The results show that ads with human presence are chosen more often than those without human presence, and there is a slight advantage for those ads with visible face compared to those without visible face. The results also show that when the ads have a visible face, the human is the recipient’s main focus, while ads with a human presence without a visible face are considered to emphasize the product more. The ads with human presence are generally considered to be more inspiring while the most common experience of the ads without human presence is that they are informative. This study complements previous literature by arguing that human presence in itself is a powerful stimulus to capture the attention of recipients on Instagram. We conclude that human presence is a contributing factor to creating a positive attitude for the recipient on Instagram and that it is further enhanced if the ad has a visible face. / Syftet med den här undersökningen är att utforska hur annonser på Instagram kan skapa en positiv inställning hos mottagaren. Det har undersökts genom en kvantitativ enkätstudie där respondenter, tjejer tillhörande generation Z, fick välja mellan annonser, identifiera vad som fångade deras intresse och beskriva hur de uppfattade annonserna. Resultatet av detta visar att annonser med mänsklig närvaro väljs oftare än de utan mänsklig närvaro, och det finns en liten fördel för de annonserna med synligt ansikte jämfört med de utan synligt ansikte. Resultatet visar även att när annonserna har synligt ansikte är människan mottagarens fokus, jämfört med annonser med mänsklig närvaro utan synligt ansikte som anses framhäva erbjudandet mer. De med mänsklig närvaro anses generellt vara mer inspirerande medan den vanligaste uppfattningen av annonserna utan mänsklig närvaro är att de är informativa. Studien kompletterar tidigare litteratur genom att argumentera att mänsklig närvaro i sig är ett kraftfullt stimuli för att fånga mottagarnas uppmärksamhet på Instagram. Vi drar slutsatsen att mänsklig närvaro är en bidragande faktor till att skapa en positiv inställning hos mottagaren på Instagram och att den ytterligare förstärks om annonsen innehåller ett synligt ansikte.

Syftet med denna studie har varit att studera hur normbrytande maskulinitetsuttryck representeras i Hansacompagniets reklambilder samt hur reklambilderna tolkas av en målgrupp av unga män. I studien valdes sju reklambilder till fokusgruppen, varav de fyra bilder som genererade mest reaktioner valdes för att vidare analyseras semiotiskt. Studiens teoretiska ramverk inkluderar Stuart Hall, Judith Butler och Raewyn Connell. Resultatet identifierade främjandet av Hansas genusprogressivitet och representation av normbrytande maskulinitet i relation till förekomsten av flera feminina attribut. Det främsta budskapet bilderna förmedlade var ett motståndstagande mot hegemonisk maskulinitet, genom representationen av maskulinitet som en sammansmältning av könsstereotypa uttryck. Studiens slutsats är att normbrytande reklam reproducerar nya maskulinitetsideal och samtidigt även ifrågasättande åsikter när maskulinitet representeras med feminina ideal. / The purpose of this study has been to understand how norm breaking expressions of masculinity are represented in Hansacompagniets advertisements and how the advertising images are interpreted by a group of young men. In the study, seven advertising images were selected for the focus group, of which the four images which generated the most reactions were selected for a further semiotic analysis. The theoretical framework included Stuart Hall, Judith Butler and Raewyn Connell. The result identified the enhancement of Hansa's gender progressiveness and representation of norm breaking masculinity in relation to the presence of several feminine attributes. The main message conveyed by the images was a resistance to hegemonic masculinity, through the representation of masculinity as a fusion of gender stereotypes. The study concludes that norm breaking advertisement reproduces new ideals of masculinity and at the same time questioning opinions when masculinity is represented with feminine ideals.

Background: The protection of the environment requires everyone in this world to act together. If more individuals have the intention to protect the environment, then more individuals and a higher probability of taking action to protect the environment. In order to arouse individuals' attention to environmental issues, some non-profit organizations and government agencies have released public service advertisements. As a way of constructing advertisements, message framing can awaken individuals' emotional responses to the content of public service advertisements by conveying positive or negative information. Positive information can arouse individuals' positive emotions, while negative information can cause individuals' negative emotional reactions. Emotional responses could have an impact on individuals. Therefore, this article focuses on whether there is a relationship between emotional responses and intention.  Purpose: The purpose of the thesis is to explain how the emotional response to the message framing in public service advertisement impact individuals’ intention to protect the environment.  Methodology: This thesis followed a deductive approach; thus, the quantitative research method is applied to this paper. The data collection method is the questionnaire, the authors designed a self-completed questionnaire, and it was sent out online. Before the questionnaire sent, there was a small-scale pretest of the questions was conducted. Then, the questionnaire was posted online, and the authors received 590 valid responses as a result. Afterward, the authors used SPSS as the technical tool to analyze the data. Coding, descriptive analysis, Cronbach’s alpha, correlation analysis, and multiple linear regression analysis were used to analyze the data and test the hypothesis.  Findings: This study found that positive emotional responses to positive message frames in PSAs had a positive impact on individuals' intentions to protect the environment. In addition, negative emotions were found to have no positive effect on negative message framing in PSAs in relation to individuals' intentions to protect the environment.  Conclusion: This study shows that positive emotional responses to PSA images depicting positive messages have a positive impact on environmental conservation intentions. From a positive emotional response perspective, the researchers found that the use of natural environments in PSA images elicited strong positive emotions in respondents and could trigger higher levels of pleasure and happiness, as well as lower levels of awe.  In addition, although negative messages in PSA images can trigger negative emotions in individuals (fear, guilt, and sadness), they do not affect individuals' intention to protect the environment. Thus negative emotional reactions do not affect the intention to protect the environment.

This thesis provides a discussion of the use of sex(ism) in advertisement and its implications for gender roles and values, with a focus on women’s status in society. We argue that women are being objectified and still considered second class citizens, even in such a gender equality forward country as Sweden. The harm of using sex(ism) in the advertising industry is shown by how it strongly implements and perpetuates antiquated gender stereotypes upon society. This limits women’s options in many regards, such as when it comes to career opportunities, and self-development as your own entity. It is through a critical understanding of the role advertising has on society, and vice versa, that comprehension of the issue and how to move forward towards a more gender equal society can be accomplished.

Kompetens är ett omstritt begrepp, både inom forskningen och yrkeslivet, och är beroende av situation och kontext. Därav finns det inte alltid en gemensam uppfattning för vad som utgör kompetens. Denna kvalitativa studie syftar till att ge kunskap om kompetens och dess innebörd i platsannonser för Human Resource ("HR")-arbete inom den offentliga och privata sektorn. För att uppfylla detta syfte kommer denna uppsats använda textanalys för att identifiera förekommande kompetenser i undersökta platsannonser. Detta för att sedan tolka och analysera dessa kompetenser med utgångspunkt i Ellströms (1992) definition av kompetens tillsammans med Nilsson och Ellströms (2012) uppdelning av kompetens. Detta teoretiska ramverk används därmed för att tolka innebörden av de förekommande kompetenserna. Resultat av studien visar på att det inte finns några uppenbara skillnader mellan den offentliga och privata sektorn. De kompetenser som förekommer för HR-arbete kan tolkas som personlighetsfaktorer, sociala, kognitiva och affektiva faktorer av kompetens. Dessa kan därtill ses som relativt överförbara mellan olika yrken, utöver HR-arbetet. Studien visar även att studerade platsannonser, med förekommande kompetenser, snarare beskriver en viss typ av person än HR-arbetet, oavsett om den offentliga eller privata sektorn diskuteras. / Competence is a controversial concept, both in research and in professional life, and depends on the situation and context. As a result, there is often no common understanding of what constitutes a competence. This qualitative study aims to provide knowledge about competence and its meaning in job advertisements for Human Resource (“HR”) work in the public and private sector. In order to fulfil the purpose of this essay a textual analysis will be carried out. The reason for this is to identify existing competences in the job advertisements and then to interpret and analyse them based on Ellström's (1992) definition together with Nilsson and Ellström's (2012) division of competence. This theoretical framework is used to interpret and understand the meaning of the existing competences. The results of the study show that there are no obvious differences between the public and private sectors. The competences that exist for HR work can be interpreted as social, personal, cognitive and affective competences, which can be seen as relatively transferable between different professions, other than HR. The study therefore concludes that the competences that appear in the job advertisements studied describe a certain type of person rather than a job description of HR work, regardless of whether it is in the public or private sector.