En konsument blir ständigt påverkad av olika intryck i en butik där produkter slåss om uppmärksamhet och försöker att särskilja sig från konkurrenter. En produkt som trängs med flera andra på butikshyllan är tidskrifter, där antal titlar på den svenska marknaden har ökat med 40 procent de senaste tio åren.  Det har tidigare forskats kring vilka färger som sägs påverka människor i köpsituationer, så som att rött är en bra färg för att intressera en konsument, men detta betyder inte nödvändigtvis att det leder till ett köp. Vad är det då som intresserar konsumenten när det gäller färg? Vilka färger på ett tidskriftsomslag är det som intresserar en målgrupp mest respektive minst och varför är det så? Finns det ett samband mellan vilka färger som intresserar målgruppen och de färger som faktiskt leder till köp? Den här studien undersöker hur färg på tidskriftsomslag påverkar en konsument, både gällande associationer, känslor och köpbehov. Den tidskrift som varit i fokus för studien är Cosmopolitan, som befinner sig inom genren Livsstil för kvinnor, med målgruppen kvinnor mellan 20-30 år. Studien innefattar en litteraturöversikt för att få veta mer om hur färg påverkar en konsument och vilket uppmärksamhetsvärde en viss färg har. Vidare har skisser skapats som har varit grunden för diskussioner i de fokusgrupper som sattes ihop.Den analys som gjordes visar att målgruppen tyckte mest om följande färg och färgkombinationer på ett Cosmopolitanomslag: blå, gul, samt kalla och ljusa färger. De omslag som gjorde målgruppen mest intresserade av ett köp var följande färg och färgkombinationer: blå, blågula, gul, samt kalla och ljusa färger. Detta visar att studien fann ett samband mellan de färger som målgruppen tyckte bäst om och de färger som målgruppen även kunna tänka sig att köpa.De färger som målgruppen inte tyckte om var följande färg och färgkombinationer: röd, rödgrön, rödblå, grön, gulgrön och varma färger. De omslag som målgruppen var minst intresserade av att köpa var följande färg och färgkombinationer: röd, grön, rödblå, rödgrön och gulgrön. De omslag som målgruppen fann mest intressanta var följande färg och färgkombinationer: röd, rödblå, grön, gulgrön, samt varma och mörka omslaget. Vad som framgår är att användningen av rött på tidskriftsomslag fångar konsumentens intresse men att det inte skulle leda till köp, enligt fokusgrupperna för den här studien. Det är även tydligt att de färger som anses som mest intressanta inte är det målgruppen tycker om eller väljer att köpa. Likaså framgick det att målgruppen väljer det som känns bekant sedan innan. / A consumer is constantly influenced by the different impressions in a store where products compete for attention and try to differentiate themselves from competitors. A product that is crowded with several others on store shelves is magazines, and number of titles on the Swedish market have increased by 40 per cent over the past ten years.  Previous studies show how colors are said to influence people in different situations, that red, for example, is a good color to attract a consumer. This does not necessarily mean that it leads to a purchase. What is it that interests the consumer in terms of color? What colors on a magazine cover is of interest to an audience, most and least, and why is it so? Is there a connection between the colors that interest the target audience and the colors that actually lead to purchases?This study examines how the color of the magazine cover affects a consumer, both in terms of associations, emotions and buying needs. The magazine that has been in focus of the study is Cosmopolitan, targeting women aged 20-30 years, which is within the genre of Lifestyle for women. The study includes a literature review to learn more about how color affects a consumer’s attention and what value a certain color has. Furthermore, sketches had been created that has been the foundation of the focus groups who were assembled.The analysis made shows that the audience liked the following colors and color combinations on a Cosmopolitan cover: blue, yellow, cold and bright colors. The covers that made the audience most interested in a purchase had the following color and color combinations: blue, yellow, blue-yellow, cold and bright colors. This shows that the study found a correlation between the colors that audience liked best with the colors that the target group also could consider buying.The colors that audience did not like was the following colors and color combinations: black, red-green, blue-red, green, green-yellow and warm colors. The covers that the target group found least interesting to buy were the following colors and color combinations: red, green, blue-red, red-green and green-yellow. The covers that the target group found most interesting was the following colors and color combinations: red, blue-red, green, green-yellow, and warm and dark covers. What appears in the study is that the use of red on the magazine cover captures the consumer’s interest but it would not lead to purchase, according to the focus groups for this study. It is also clear that the colors that are considered to be most interesting is not in the target audience like or choose to buy. Another finding was that the target audience often choose what was most familiar to them.

Author: Camilla Andersson Title: The depiction of female and male elite soccer players in Aftonbladet and Dagens Nyheter –  A quantitative and discursive analysis of the World Cup 2002 and 2003 Level of education: C Subject: Media and Communication Studies Umeå University: Department of Culture and Media Studies Term: Spring 2004 Pages: 70   The purpose of this essay is that from a gender theoretical and critical discourse analysis perspective  study how the image of the Swedish football national teams and players in the 2002 World Cup (men) and 2003 (women) were constructed in the media coverage. I analyze articles published in Dagens Nyheter, Swedens biggest morningpaper and Aftonbladet, biggest eveningpaper. The method is based on a quantitative content analysis, and critical discourse analysis in which I use van Dijk's analytical approach.   Issues : 1. What constructed the World Cup in 2002 and 2003  players and teams, from a gender theoretical perspective in the mediatexts? 2. Can the constructions in question 1 (with respect to the World Cup, players and teams ) be attributed to a specific gender discourse and how can they then be explained from a discursive perspective?   Both the content analysis and critical discourse analysis points to significant differences in the attention value of the World Cup in 2002 and 2002.   • It differs in structure / presentation of the actual event where mens World Cup is constructed as a dramatic and historically important event. It has an impact on all pages in the paper: debate  culture, news sites as well on the sports pages. Articles about the female players are more concentrated on the sports pages. • The difference in the portrayal of the fotball players. The portraits of the men are elaborate and well researched. The portraits of the women are much thinner, more of haste. The male practitioner depicted additionally as potent and purposeful and may control the narrative about himself. The image of the female practitioner will be that she "corrects herself nicely " after the reporter team. Women players are also asked to comment on other events, for instance the men´s competition, than the direct cause of the text that should be a portrait of the female player. They are also compared to male players . There are also some cases of differences in language use with a tendency to reduction of the female player. Important to remember, however, is that this is only a small number of texts that have been analyzed. Remarkable, however, are the results from the content analysis that there is much greater focus on the team when it comes to the ladies, and more focus on individuals when the men are described . • The difference in the quality of production with respect to the number of articles , number of writers and in the construction of the articles. The number of articles is on average 5 times as many during the 2002 World Cup about Swedish national team (men) compared to the VM 2003 and the women's national team. Articles are also backed up in a greater extent by the factfile, tables and general articles relating to the World Cup. For the ladies it does not exist the same editorial back-up to lift the event to a few levels higher in readers' rankings. Here the focus is most of the game situation and to the team.   Attention value is higher for men, not only in terms of quantity but also in terms of where the texts are published. It is clear that in the material there is a dominance and importance discourse connected to gender in the surveillance of the World Cup.   Keywords: Mass Communication, Gender, Sport, Daily News Paper, World Cup, Attention Value