This thesis examines the gender portrayal of gender in relation to children in TV commercials by the brand Kinder. Gender, Advertising and children are three topics that in relation to each other are a highly important study topic. While there currently are many studies on the analysis of the influence of advertising on children, less studies can be found on the influence of advertising showing children. Three commercials from 2012-2018 were chosen that showed human as well as non-human characters and how the commercials portrayed gender in relation to children were analyzed using visual analysis. Specifically, discourse analysis I and semiology helped analyzing the commercials and by the means of three themes, which were revealing to the portrayal of gender in the chosen commercials. Analysis of color, objects and appearance, behavior and relationship showed that characters in the commercial can grow in and out of gender and that different aspects are gender specific to age. Color wasused in the portrayal of girl’s/boy’s rooms, the objects/clothes they encounter and use showedgender specifics, and behavior and relationship also showed characteristics towards gender.

The starting point in this study is the huge increase of betting- and casino advertising in Swedish television. Advertising from betting- and casino companies occupies a lot of space in the daily media flow and this study investigates how masculinity is constructed in the commercials for a Swedish context. Sweden is a country at the forefront of gender equality, so it is also interesting to investigate how the relatively new advertising genre for gambling is involved and constructs stereotyped images of masculinity. The study uses semiotics as the method of analyzing for commercial film clips produced for television broadcast in Sweden.The study finds that masculinity is constructed in different ways in advertising from gambling-companies. One difference is how companies registered outside Sweden use an aggressive macho man to promote game advertising while Swedish gaming companies construct a more everyday image of the man as soft and emotional.

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The purpose of this thesis is to find out how young adults perceive gambling companies' video commercials in Sweden. A fast rise of commercials from gambling companies have evolved in recent years. As of January 2021, 102 companies have been approved for a Swedish gambling license. The total number of people gambling has not increased, but the total turnover has increased rapidly. Online casinos are considered one of the most addictive forms of gambling and therefore researchers claim that commercials from online casinos have the largest effect on people compared to other gambling forms. This makes it interesting to investigate video commercials in relation to young adults who are considered to be the biggest risk group to develop a gambling problem. To gain insight, we selected three video commercials and performed an in-depth analysis based on the method multimodal content analysis. Two focus group interviews were conducted with participants between the ages of 18-24 years. The focus groups were shown three commercials from three different gambling companies and were then asked about their opinion and interpretation of the commercials. The results were further analysed by the study’s theoretical framework of Stuart Hall's (1973) communication model encoding/decoding was used to analyse the video commercials and the answers from the focus groups.  The data from the focus group interviews indicated that gambling commercials could potentially have an impact on influencing young adults ages 18-24 years. The respondent's interpretation was generally negative since the majority of the participants disliked the video commercials and thought that the commercials were disturbing. Among the fifteen participants, three of them responded positively to some of the commercials and got more interested in wanting to start playing at online casinos after viewing the three video commercials. This suggests that gambling video commercials could have a negative influence.

Commercial viewing was measured by a conjugate arrangement for 1 female and 3 male participants. Reinforcing qualities were evaluated according to screen variations and ratings. Subjects changed the screen clarity via knob pressing either making the screen more or less transparent, translucent or opaque based on commercial interest. Results were conducive to participant attentiveness or indifference to commercial viewing. Experimenter was able to identify the commercials that grasped and maintained the participants' viewing behavior. Conceptually this conjugate arrangement could enhance eye tracking technology to improve marketing and advertising strategies. This experiment yield results that suggest a more concrete analysis of consumer response to visual stimuli that maintains attending.

Background: Inclusion and diversity have been a frequently discussed subject within marketing for many years. In particular, marketing communication has to a large extent been criticized to not reflect the reality of society. Commercials present images that reflect and shape cultural norms as well as the individual’s attitudes regarding their own identity and their treatment of other people in society. Despite the great interest in diversity and inclusion in marketing communication, there is a lack of studies that connect deficiency of diversity in visual communication, consumers' self-concept, and socially conscious marketing in a Swedish context. Purpose: The purpose of the study was to get a deeper understanding of how sports brands include diversity in their visual communication through socially conscious marketing. Furthermore, the study aimed to contribute with deeper insights regarding marketing communication of visual character from the consumer perspective and how it influences the individual and its self-concept in the matter of diversity and inclusion. Method: This qualitative research applied an interpretive and inductive approach to achieve the purpose. The empirical data was collected through semiotic analysis as well as semistructured consumer interviews within generation Z. Moreover, two sports commercials were analyzed to gather information to answer the research questions. Conclusion: It was stated that sports brands work with the inclusion of diversity in various ways, by including one diverse element such as different people or by including it with a holistic approach including several diverse elements such as different people, objects, environments, and feelings. This means that one commercial does not have a unilateral effect 3on the consumer´s self-concept but that one image can induce multiple feelings. Therefore, the same commercial can make the consumer feel, insufficient, insecure, included, energized, and inspired all at the same time. The result of this study also shows that the consumers feel more included when their values and thoughts are reflected in a commercial than when their physical attributes are reflected.

This study examines how The Swedish Armed Forces (SAF) communicates via their commercials and how this may affect their brand. The Swedish Armed Forces has always been an important authority and their priority is to prevent war and crisis in Swedish society. According to SAF themselves, one of their strategies with using commercials frequently is to attract potential recruits. Even though this is their goal, the SAF hasn't always been as open minded as today. In fact it’s been a relatively closed authority in earlier years, according to previous research. This has created a lack of knowledge among the public regarding what they do. This study compares two time periods to see if their commercials have changed. The first time period extends from 2011 until 2016 and the second period extends from 2017 to 2022. The theories that are applied to this study are semiotics, framing and representation theory and the methods that are used are a quantitative content analysis and a semiotic analysis. By using these theories and methods it might be possible to discover similarities and differences in the commercials and also to seek for a greater meaning in the empirical material. The reason why this topic is interesting to research is because the SAF is one of the most important authorities in Sweden and also because Sweden re-introduced compulsory conscription in 2017. Because of that it is of importance that the SAF appears as an attractive brand and a good employer. The result of the study states that the commercials have developed a lot over years and that they nowadays exhibit several parts within the SAF and that they represent diversity. In earlier years only one type of human was represented in their films but by the years they have included humans with different ethnicities, gender, sexuality and lifestyles within their films. They also show parallels between daily life and the life within the armed forces. By doing this they appear to be closer to the people which creates a feeling of safety and importance towards their work.

This study examined adults’ perceptions of aggression in toys and toy commercials targeted toward young boys. The subjects, 262 undergraduate psychology students, completed the Buss/Perry Aggression Questionnaire and rated either a videotape of 10 boy-oriented toy commercials or slides of 10 non-advertised boy-toys. Parental status, exposure to an advertised versus non-advertised toy, and level of self-reported aggression were assessed to determine their relationship to perceptions of aggressiveness in a toy’s image and predicted play with the toy. Univariate analyses of variance and paired sample t-tests were conducted. The results indicate that toys advertised in commercials are judged to portray more aggressive images than non-advertised toys. Additionally, a person’s tolerance of aggression in his or her own life may influence his/her perceptions that aggression is acceptable in certain situations, such a fantasy toy play. Finally, gender stereotyping still appears to be influential in determining appropriate toy play for boys and girls.

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