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1	Lämpligt eller Olämpligt? : En studie av konsumentens attityd gentemot sexuella anspelningar i reklam / Appropriate or Inappropriate? : A study of consumer attitude towards sexual allusions in advertising Garvell, Agnes January 2024 (has links) Sex in advertising can be just as fun as it can be offensive, depending on how it is portrayed.Small details can make big differences, and although there are frameworks for ethical advertisement issued by ICC, the border between what is right and wrong in the means of sexual allusions, can appear very narrow. With consumers as the final judge of ethics, this study aims to answer the question of what consumers find to be appropriate sexual allusions, versus inappropriate ones. This, with the goal and purpose of clarifying the narrow border just mentioned. The study was executed through a structured focus group interview, where seven consumers were exposed to ten commercials and surrounding questions and topics for discussion. The result generated overall answers as well as more specific elements of both appropriate and inappropriate sexual allusions. To follow social norms was said to be of most value and if not done right the sexual allusion becomes inappropriate. As a more specific example, humor and especially wit, was said to have the power to ensure that the sexual allusion came off as appropriate. Advertising graphic design focus groups Male Gaze Humor Sexual Allusions Reklam Marknadsföring Grafisk design fokusgrupper Male Gaze Humor Sexuella anspelningar Design Design

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Lämpligt eller Olämpligt? : En studie av konsumentens attityd gentemot sexuella anspelningar i reklam / Appropriate or Inappropriate? : A study of consumer attitude towards sexual allusions in advertising