<p>Abstract</p><p>Purpose/Aim : My purpose with this essay is to analyse what men and women think is sexist in TV advertising. I have decided to focus my studie on Dressmann's advertising October- November 2004. I will do interviews with four different groups, two women groups and two men groups, which will include 3-4 people each. The two women groups have persons with an age between 20-30 and one with women older then 30. The men groups have also been divided into two similar groups. After this interviews I will do a semiotics analysis of three of Dressmann's tv-commercials, that I have choosen, who will confirm my hypothesis that it exists sex gender in commercial.</p><p>Material/Method: The primary data is four interviews with 14 people who are heterogeneous in age. I have also done a semiotic analysis of three commercial movies. I will begin my analysis to analyse the result from the interviews. Then I will analyse the results from the commercial advertises and finally combine these two results and use them in my conclusion.</p><p> Main Results: The result of my essay is that men and women have different point of view if the Dressmann's advertising is sexist or not. The younger generation of women do not accept these kind of advertisement and they think that advertising should not have sex allusion. They were more critical in comparison with the older women who thought that it existed more critical commercial. They thought that commercial for kids was worse then the Dressmann's advertising. The men´s opinion was that they thought that the commercial is sexy and not sexist. So they have no problem with it, becuase they think that men appreciate this kind of advertis because it´s sexy. To sum up, there is only one group who dislike this commercial and it was the younger generation of women.</p><p>Keywords: Dressmann, sexy advertising, gender</p>

Abstract Purpose/Aim : My purpose with this essay is to analyse what men and women think is sexist in TV advertising. I have decided to focus my studie on Dressmann's advertising October- November 2004. I will do interviews with four different groups, two women groups and two men groups, which will include 3-4 people each. The two women groups have persons with an age between 20-30 and one with women older then 30. The men groups have also been divided into two similar groups. After this interviews I will do a semiotics analysis of three of Dressmann's tv-commercials, that I have choosen, who will confirm my hypothesis that it exists sex gender in commercial. Material/Method: The primary data is four interviews with 14 people who are heterogeneous in age. I have also done a semiotic analysis of three commercial movies. I will begin my analysis to analyse the result from the interviews. Then I will analyse the results from the commercial advertises and finally combine these two results and use them in my conclusion. Main Results: The result of my essay is that men and women have different point of view if the Dressmann's advertising is sexist or not. The younger generation of women do not accept these kind of advertisement and they think that advertising should not have sex allusion. They were more critical in comparison with the older women who thought that it existed more critical commercial. They thought that commercial for kids was worse then the Dressmann's advertising. The men´s opinion was that they thought that the commercial is sexy and not sexist. So they have no problem with it, becuase they think that men appreciate this kind of advertis because it´s sexy. To sum up, there is only one group who dislike this commercial and it was the younger generation of women. Keywords: Dressmann, sexy advertising, gender

I den här uppsatsen tittar jag närmre på hur Dressmann valt att representera plus sizemän och redogör för hur den manliga kroppen träder fram utifrån normer kring denmanliga kroppen och sätter det i kontrast mot mitt material. Dressmann är ettklädföretag som är duktiga på att inkludera plus size män i sina reklamer. Genom envisuell analys som fördjupas med diskursanalys kommer jag fram till att den manligakroppen både representeras utifrån rådande normer, men att Dressmann också visar ennyanserad och mer realistisk bild av den manliga kroppen som bryter mot hurDressmann tidigare representerat kroppen. Avslutningsvis diskuterar jag hurDressmann i framtiden kan visa vägen för hur plus size kroppen visas och att vi måstese till hur alla kroppar ser olika ut och att ingen är den andra lik, och skapa rättvisarepresentationer kring kroppen. / In this essay I look more closely at how Dressmann chose to represent plus size menand explain how the male body emerges from norms around the male body, to laterput that in contrasts with my material. Dressmann is a clothing company that is goodat including plus size men in their advertisements. Through a visual analysis that Ideepened with a discourse analysis I come to the conclusion that the male body isrepresented on the basis of prevailing norms, but that Dressmann also shows anuanced and more realistic picture of the male body that violates how Dressmannpreviously represented the body. In conclusion, I discuss how Dressmann in the futurecan show the way for how the plus size body is shown and that we need to look at howbodies actually look, that they all look different from one to another, and create fairrepresentations around the body.