Purpose: The purpose with this study is to research how consumers’ view on the inclusivity in the makeup industry and how the skin tones of the models in an advertisement shape consumer attitudes towards the advertisement. Research questions: How do consumers evaluate advertisements based on the skin tone of models used in the advertisement? What are the consumers view on the inclusivity in the makeup industry? Method: A qualitative research method was chosen for this study. The data was collected by interviewing four focus groups. Conclusion: The result of this study showed that makeup advertisement still is not inclusive and diverse enough. The makeup advertisements lack models with different skin tones, specifically darker skin tones. This creates negative attitude among the consumers. The makeup industry as a whole is not seen as inclusive enough and that brands only include darker skin tones in their advertisements because it is trendy now, thus it is not genuine.

Advertisements are multimodal texts created to get attention from potential customers in order to sell products. Previous research has shown how advertisements’ visual and verbal features make up ideological codes that are used to affect readers. To interpret these codes and gain an understanding of advertisements as communicative artifacts, a linguistic approach needs to be merged with a multimodal approach. In this study systemic functional grammar and multimodal semiotics are applied to ten skin care advertisements by Elizabeth Arden from 1920-2013. The aim is to investigate how the relationship between skin care companies and their potential customers is constructed through the use of language and images in skin care advertisements. Furthermore, the study aims to analyze whether and how the relationship between skin care companies and customers change over time. The findings indicate that the reader is constructed as unequal to Elizabeth Arden. The results also show a longitudinal difference in that the reader and the writer are constructed as closer in earlier advertisements and more distant in later advertisements. The language is also less demanding in recent years. Furthermore, the findings show that later skin care advertisements, unlike earlier advertisements, refer to science. The change might be an indication that societal and consumer values are evolving. Hence, the result might reflect societal changes.

In light of the recent trend of body positive advertisements, the question arises if they are having the positive outcome intended. The purpose of this study is to investigate how women create meaning in relation to two recently launched body positive commercials from KappAhl and Lindex. This is explored through studying how women experience and assess the selected ads, how they perceive body positive advertisements more generally, and how they experience their potential to change the perception of the ideal body in society. The primary material consisted of semi-structured interviews which were analyzed through Schrøder’s multidimensional model of media reception, objectification theory and commodity feminism. The main results showed that the reception of the body positive message is complex. Overall, the women had a predominantly positive attitude towards both the ads and body positive messages in general. Regarding the advertisements, the main critique concerned the authenticity of the message, where the women emphasized the importance of genuine and realistic portrayals of both the models and the scenarios in the ads. Body positive messages were generally perceived as creating identification and representation of diversity, as well as broadening the view of what is normal. A recurrent critique was that companies are exploiting a trend which led to the women questioning the companies’ intentions. Concerning the potential to change the perception of the ideal body, the conclusion is that it would be possible through long term exposure and more companies contributing to the change. This research provides insights regarding how distancing women from the negative effects of the thin ideal can contribute to strengthening their prosperity and empowering them.

Annonsering i sociala medier blir allt vanligare i takt med att digitaliseringen utvecklas,därmed blir det en viktig del för företag att tänka kring annonsernas utformning. Medhjälp av färger i annonseringen på sociala medier kan det förändra konsumentens syn påprodukten eller annonsen. Studiens syfte var att få djupare förståelse för hur företagarbetar med färger i annonser på sociala medier. För att få svar på syftet använde vi ossav frågeställningarna “Hur och på vilket sätt påverkas konsumenter av färger i annonserpå sociala medier?” och “Hur mycket tenderar företag att tänka på färger när depublicerar en annons i deras sociala medier?” Det används en deduktiv forskningsansatsmed en kvalitativ metod. Den empiriska datan insamlades med hjälp av intervjuer av fyraföretag där respondenterna arbetade med sociala medier inom företagen. Studien visadeatt företag arbetar med färger på deras annonsering för att få varumärkesigenkänningsamt skapa en känsla hos kunden. Vidare visade studien att företagen inte har lång tid påsig att uppmärksammas av kunderna på sociala medier, utan de använder färger somfångar kundens intresse. / Advertising in social media is becoming more common as digitization develops, thus itbecomes an important part for companies to think about the design of ads. Using colors insocial media advertising can change the consumer's view of the ad or product. Thepurpose of the study was to gain a deeper understanding of how companies work withcolors in ads on social media. To answer the purpose, we used the questions "How and inwhat way are consumers affected by colors in social media ads?" and "How much docompanies tend to think about colors when they publish an ad on their social media?" Adeductive research approach with a qualitative method is used. The empirical data wascollected using interviews of four companies where the respondents worked with socialmedia within the companies. The study showed that companies work with colors on theiradvertising to get brand recognition and to create a feeling with the customer.Furthermore, the study showed that the companies do not have a long time to be noticedby customers on social media, that is why they use colors to capture the customer'sinterest.

The Internet today is experiencing a large growth in the amount of traffic due to the number of users consuming streaming media. For both the operator and content providers, streaming of media generates most of its revenue through advertisements inserted in the content. One common approach is to pre-stitched (i.e. insert) advertisements into the content. Another approach is dynamic advertisement insertion, which inserts advertisements at run-time while the media is being streamed. Dynamic advertisement insertion gives operators the flexibility to insert advertisements based on context, such as the user's geographic location or the user's preferences. Developing a technique to successfully insert advertisements dynamically into the streaming media has several challenges, such as maintaining synchronization of the media, choosing the appropriate transport format for media delivery, and finding a splicing boundary that starts with a key frame. The details of these challenges are detailed in this thesis. We carried out extensive research to find the best transport format for delivery of media and we studied prior work in an effort to find an appropriate streaming solution to perform dynamic advertisement insertion. Based upon this research and our study of prior work we identify the best transport format for delivery of media chunks, then propose, implement, and evaluate a technique for advertisement insertion. / Idag har internet mycket trafik på grund av att alltfler servrar erbjuder högkvalitativa videon som strömmas till internetanvändare. Både för operatörer och leverantörer av sådan innehåll genererar direktuppspelning mest intäkter genom annonser som lagts till i videon. Det är väldigt vanligt att lägga till annonser i videon genom att sy in dem i videofiler. En annan metod är att lägga till annonser dynamiskt. Det betyder att resulterande videofilen genereras medan den blir strömmad till användare. Att sätta in annonser dynamiskt har som fördel för operatörer att välja reklam beroende på kontexten, såsom användarens position eller preferenser. Det är utmanande att utveckla den teknik som krävs för att kunna sätta in annonser dynamiskt i strömmade videofiler. Till exempel är det viktigt att tänka på följande: synkronisering av strömmad innehåll, val av lämplig transportformat för videoleveransen och gränsen för skarvning (så kallad splicing boundary). Detaljerna kring denna teknik finns i denna avhandling. Vi har forskat på att hitta det bästa transportformatet för videoleverans och vi har studerat relevant arbete som gjorts tidigare för att hitta en lämplig mekanism för dynamisk annonsinsättning. Baserat på vår forskning och studerande av tidigare arbeten har vi klassificerat det bästa formatet för leveransen av videostycken, implementerat och evaluerat en teknik för annonsinlägg.

Technological advancements and digital tools have radically changed the professional profile of public librarians and yet little has been researched about the practical influence these changes have had on the digital competences that the professionals need in their daily work. The goal of the present paper is to examine which digital competences are required of the modern public librarian. A mixed-method research approach was adopted, based on content analysis of job advertisements retrieved from a Swedish context and semi-structured interviews with five currently employed librarians. A conceptual model was developed to allow a triangulation of results based on such different datasets. Results showed that the concept of digital competences is still defined in diffuse terms, often subjective to individual interpretations and strongly affected by the library’s size and user population. In spite of this, the professionals working in the public library sector clearly demand a minimum standard of digital skills and knowledge in all digital competences to be established. Such standard is needed both to perform daily responsibilities linked to the professional role of the public librarian and to the vital task of catering to the users’ needs.

It could be argued that makeup are products that are almost exclusively targeting women, and the advertising of makeup could create an image of how women should look. This study investigates how two cosmetic brands, Maybelline and CoverGirl, are advertising makeup in social media and what this conveys about gender and beauty. The study is approached from Fairclough’s (1995) three dimensional model while considering strategies of advertising and gender discourse. Through a textual analysis, it was found that although the brands want to transmit an emotion of confidence to women, the advertisements still display and communicate gender in stereotypical ways.

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Objective: The purpose of this study was to discover whether the weight-related messages and themes from food advertisements in women's magazines reinforce or contradict the messages communicated in nutrition-related articles focusing on weight control within the same magazines. Design: Content analysis of 48 issues of weight-related content six popular women's magazines, 2001-2002. There were three magazines in each of two categories, "homemaking" and "health." All food and nutrition advertisements were analyzed (n=954), along with all nutrition articles (n=336). Advertisements and articles were identified as being either weight-related or non-weight-related. Type of food/product advertised, claims used to market the product, and weight-control themes present were documented for each advertisement. Type of content, major topics discussed, food/diet recommendations, and weight-control themes were documented for all weight-related articles. Statistical analyses performed: Chi-square (Χ^2) analyses were used to test for statistical differences between frequencies of coded categories between two magazine types. Logistic regression was used to analyze differences in the presence of the weight-related themes in both ads and articles and between magazines types. Results: Articles were more likely to refer to body weight than advertisements (p<.0001) and health magazines were more likely to have weight-related content than homemaking magazines (p=.044). Fruits and vegetables were the most frequently promoted foods in weight-related articles, but there were no weight-related advertisements for fruits or vegetables. Recommendations to avoid or reduce certain foods in weight-related articles most frequently mentioned sweets, fats, and caloric beverages, yet fats and sweets were the most frequently advertised food category overall (18.5%). Health foods represented 49.6% of all weight-related advertisements. Advertisements were more likely than articles to suggest that weight control is important for appearance (p=.001) and does not require avoiding favorite foods (p=.016). Articles were likely to suggest weight control is important to health (p=.002) and is a chronic effort (p=.002). Conclusion: There is a discrepancy in foods promoted for weight control and weight-related messages among food advertisements and nutrition articles in popular women's magazines. Messages in diet articles tend to reflect professional guidelines while those contained in advertisements may promote undesirable weight control beliefs and practices.

In the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising campaign whose goal is to reverse the stereotypical body ideal for women and broaden the definition of beauty. Some sociologists have criticized Dove for sending conflicting messages. This study is the first that focuses on women's perceptions about this potential conflict. Through the use of both quantitative and qualitative methods, this study examined if, how, and when women changed their initial perceptions toward the Dove Campaign for Real Beauty based on two separate scenarios brought to their attention. This is important because the findings suggest how consumers can change their perceptions regarding a company, in this case one that is a part of a multi-million dollar parent company, based on how a company advertises its products.