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Gu Taiqing 顧太清 (1799-1877) is one of the most famous and prolific female writers in the late Qing. In this thesis, I focus on her poems and lyrics on three important subjects, self-portrayals, plum blossoms, and Qingfengge 清風閣 (Clear Breeze Pavilion), in her two poetry collections, Tianyou geji 天遊閣集 (Collected Poems of Heavenly Travels Studio) and Donghai yuge 東海漁歌 (Songs of the Fisherman of the Eastern Sea), in order to advance the current scholarship on this female author and Ming-Qing women’s writings and reveal the uniqueness of Gu’s poetry. My study addresses how she represents herself, recounts her life experiences, and engages in the poetic tradition established by men. By examining her voices and images embedded in her poems, I argue that she creates her own expressions of female voices as an elite woman, a mother, and a female companion for her friends and her husband through the incorporation of her life experiences, both inside and outside her inner quarters. Most female figures portrayed by male poets are desired, static, subordinate, and longing for their absent lovers in their boudoir. Differentiating from the common women’s image, Gu shows her literary creation and women’s subjectivity by taking an active role, as opposed to a passive one. She describes a self-contented life and creates a delightful atmosphere in the spatial setting of her inner quarters. She also writes about her activities outside her boudoir and narrates her travel experiences as a female poet in her poems, in which she constructs her image as a subject that appreciates nature and is emotionally attached to her family. Moreover, my study discovers the approaches that she takes to negotiate between her reputation as a talented poet and her image as a learned lady, given the high moral standard expected from the late Qing elite women. Constructing her image associated with Confucian morality, she highlights her dedication to womanly learning and suggests that women’s literary talent and virtue are reconcilable.

This study used the Health Belief Model to examine the effects of viewing valenced levels of consequences of sexual decision found in prime time television programs. When exposed to portrayals of negative consequences, participants had higher levels of perceived severity than those in the positive condition. After viewing positive portrayals, participants perceived an increased amount of benefits of behavior modification when compared to those who were exposed to the negative portrayals. In addition, multiple correlations were found between several individual-level variables that were tested for in the study and the HBM constructs. Theoretical implications and practical implications are discussed. / Master of Arts

During the 1960s and 1970s an increased interest in Native Americans can be seen in Sweden, e.g. through the establishment of organizations such as the Indian Club of Sweden. The aim of this thesis is to study the portrayal of Native Americans and its role through Albin Widén, a Swedish author, ethnologist and member of the Indian Club, and his non-fictional works on the Swedish migration to America, Swedish-America and Swedish contacts with Native Americans. The study is divided into four parts. The first part looks at the portrayal of the Native Americans in Widén’s writings, in comparison with Euro-Americans’ and Europeans’ traditional stereotypic images of a good and a bad Indian. The second part examines how Widén represents the contacts between Swedes in America and the Native Americans. The purpose of the third part of the analysis is to investigate Widén’s interest in Native Americans. Finally, the thesis focuses on the possible role of the portrayals of Indians as a counterpart in the creation and upholding of a Swedish identity.

Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. Research Purpose: The purpose of this research is to analyze Swedish male's perspectives of male representations in fashion advertising, specifically, sexualized, and objectified male representations and its effects on brand image. Methodology: For this study, a qualitative research method with a deductive approach was applied. The data collection was conducted through semi-structured interviews, using a topic guide based on the proposed analytical framework by Edell & Burke. 17 stimulus in the form of advertisements were chosen from internationally well-known brands as well as Swedish brands within the time frame of the last ten years, from 2013-2019. 17 semi-structured, in-depth interviews with Swedish male adults between the ages of 25-57 were conducted. Findings: The findings, in relation to RQ1, showed that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of reality”, “body focus and lack of purpose”, “lack of new-thinking” and “lack of inclusion and self-identity with brands”. The findings, in relation to RQ2 showed that the men’s negative feelings, judgements, beliefs and attitudes about and towards most of the brands and advertisements resulted in a negative or ambivalent brand image. An exception to this was the men’s positive feelings, judgements, beliefs and attitudes towards the American Eagle and Dressman which resulted in mostly a positive brand image. Conclusion: In conclusion, the findings of this thesis confirms firstly that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of of reality”, “body focus and lack of purpose”, “lack of new thinking” and “lack of inclusion and self-identity with brands”. Secondly, Swedish men’s attitudes towards sexually and objectified males in fashion advertisements resulted in a positive, negative, or alternatively, an ambivalent brand image being created, depending on the context the brand image was analyzed from. Theoretical Contributions: This thesis contributes in several ways theoretically to literature on the topic of advertising, gender stereotyping and sexualizatiom in relation to the advertising of males. Firstly, it highlights a modern phenomena which has been overlooked in previous research. Secondly, it contributes to new areas of consumer attitudes, in this case Swedish male adults, which has not previously been thoroughly investigated. Lastly, this thesis contributes with updated, descriptive as well as specific information on the phenomena and ultimately creating and generating a better understanding of the phenomena: sexualized and objectified men in fashion advertising and the effects it has on brand image.

It seems as of late the most acclaimed advertising campaigns have found a formula to commodify the politically correct through what has come to be described as “woke advertising”. This winning strategy has won public appeal for connecting with an ever-evolving audience that is young, diverse and liberal. Specifically, newcomer agency, Anomaly, has publicly proclaimed themselves as the “change-agent” in the space of advertising, capitalizing on the culture wars by positioning themselves as the leading advertising experts in challenging societal stereotypes and biases. This is a case study that explores one of Anomaly’s 2016 campaigns for Johnnie Walker, “Keep Walking America”, as they attempt to engage in cultural politics with the Latinx community during a period of heightened political tension for immigrant populations. Through a Social Semiotics analysis and postcolonial criticism, the focus of this thesis is to explore how Johnnie Walker leveraged woke capital and consequently attempted to represent the lived experiences of marginalized groups whose stories are generally silenced.

The book Harry Potter and the Chamber of Secrets, written by the prolific author J.K.Rowling, is a popular piece of fiction that has been adapted into a film as well as severalvideogames. The book has also been translated from its original English into dozens oflanguages, including Japanese. Translations can differ from their original counterparts,especially when the languages in question differ in their syntax and cultural norms. Thesedifferences can potentially alter the original author’s intended character portrayals.This project aimed to evaluate the effect of gendered language and yakuwarigo on charactervoices in the Japanese translation of Harry Potter and the Chamber of Secrets. Fourcharacters – Hermione, Hagrid, Dumbledore, and McGonagall – were evaluated bymeans of their spoken dialogue in the book. The English lines of dialogue and their Japanesecounterparts were extracted from the book and analysed.The results of the dialogue-analysis show that the dialogue in the Japanese version of thebook was more gendered, and exhibited typical signs of role language. These findingswere corroborated through the use of separate questionnaires for Japanese and Englishparticipants. The questionnaires asked participants to determine the gender and role ofcharacters purely on the basis of certain lines in the book, with no external contextprovided. Japanese participants managed to identify both the gender and role of charactersmore accurately.

Femvertising etablerades som begrepp av det amerikanska medieföretaget SheKnows Media år 2014, och innebär reklam som förstärker kvinnor. Då begreppet är relativt nytt finns lite forskning i ämnet. Denna studie syftar till att genom tre studier undersöka vad som utgör kvinnligt förstärkande reklam, och hur medieföretag kan arbeta med femvertising för att undvika traditionella stereotypa porträtt av kvinnor. Den första studien är en experimentell studie, där en kontrollgrupp och en försöksgrupp observerat och värderat hur stereotyp eller icke-stereotyp, och problematisk eller icke-problematisk de ansåg att porträtteringen av kvinnor var i två reklamer. Studien visade att gruppen som observerade femvertising uppfattade kvinnoporträtteringen i videon som lite problematisk, medan gruppen som endast observerade traditionell stereotyp reklam uppfattade porträtteringen som mycket problematisk. Nästa studie var en diskussion med fokusgrupperna där de fick utveckla sina tankar kring de observerade reklamerna och kring reklam i allmänhet. Undersökningen visade att grupperna ansåg att kvinnor ofta är passiva och används som accessoarer i reklam, samt att reklam har en påverkan på den som tittar på den. Detta visar på att det är av vikt för reklamskapare att fundera kring vilken samhällspåverkan kvinnoporträtt har. Den sista studien är en visuell innehållsanalys som gjordes av sju vinnande bidrag i SheKnows Medias #Femvertising awards. Studien visade hur femvertising används i praktiken. Resultatet av samtliga studier ledde fram till en metod för hur reklamskapare kan använda femvertising i syfte att motverka stereotypa kvinnoporträtt i rörlig reklam. / In 2014 the American media company SheKnows Media established the expression “femvertising”. Femvertising is an abbreviation for “female empowerment advertising”. As the notion is relatively new there is not much research made within the subject yet. With the help of three studies, this report aims to explore what makes advertising empowering for females, and how media companies can utilize femvertising to avoid traditional stereotyped portrayals in commercials. The first of three studies were an experimental study, where two groups watched and assessed how stereotype or non-stereotype, and problematic or non-problematic they found the portrayals of women in two commercials. The experiment revealed that the group that watched a femvertising commercial assessed the women in it were portrayed in a much less problematic manner, compared to how the other group assessed a traditional stereotyped commercial. The following study was a focus group study, which demonstrated that the respondents found that women in commercial often were portrayed in a passive manner, and that women often were portrayed as accessories rather that characters. Furthermore, the groups expressed that advertising in general has an effect upon its viewers which proved that it is of importance for advertisers to consider what effect their female portrayals have on society when creating commercials. The last study was a visual content analysis which revealed how femvertising is used in practice. The empirics from the three studies, in relation to previous studies of stereotyped gender portrayals and femvertising, resulted in a three-question method of how advertisers can utilize femvertising to avoid traditional stereotyped portrayals of women in commercials. Meanwhile, the report proved that a deeper understanding of femvertising is necessary for advertisers to further implement it in their production of commercials.

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This thesis deals with gender roles and their importance for marketing on consumer markets. This thesis is based on the general premise that gender roles are dynamic, adaptive, and there may be trends of convergence. Since gender roles are ranked among cultural and social predispositions of consumers, their knowledge can be regarded as one of the major prerequisites of successful marketing orientation on consumer markets. This thesis deals with the differences of gender roles in terms of consumption in selected product categories, the use of leisure time, media behaviour and other fields. The approaches to the gender role portrayals in advertising are surveyed. Pivotal part is an extensive quantitative research on consumer perception of gender roles and consumer attitudes towards gender role portrayals in advertising.