Title: The representation of gender: A semiotic study of Tom Ford's Gucci campaign 2003 and Frida Gianninis Gucci Campaign 2013. Number of pages: 73 (79 including enclosures) Author: Sara Andréasson Tutor: Anne-Marie Morhed Course: Media and Communication Studies D (2IV091) Period: VT 2013 University: Division of Media and Communication, Department of Informatics and Media, Uppsala University. Purpose/ Aim: The aim of this study was to examine the representation of gender in advertising that has both men and women as the primary audience. The aim of the study was to investigate how Gucci has chosen to represent men and women in their advertising campaigns 2003 and 2013. Material/ Method: A semiotic analysis was performed by using three images from Gucci's spring/ summer campaign for Tom Ford in 2003, and three images from Gucci's spring/ summer campaign for Frida Giannini in 2013. Main result: The results showed that there was a clear difference between Ford and Gianninis ways of representing women and men in the two advertising campaigns. The women in Fords campaign 2003 are presented as sexual objects and represented by the male pornographic imagination and portrayed as sexual eye-catchers while the men are portrayed as addicted to sex. Frida Gianninis advertising images is a contrast of Ford pornographic portrayal of women. Giannini presents women as confident individuals while the man is represented as feminized and androgynous in his appearance.

Tesis para optar al grado de Magíster en Filosofía / La presente investigación tiene como propósito pensar la promesa como una problemática central en la filosofía contemporánea, prestando especial atención a los desarrollos éticos y políticos que se suscitaron después de la experiencia de los totalitarismos del siglo XX. En este contexto, la promesa o el acto de prometer aparecen revitalizados por una suerte de prioridad y relevancia que adquiere el sujeto singular y las relaciones intersubjetivas. Ante el horroroso horizonte que se instala después del holocausto y de la guerra, urge destacar y defender la posibilidad de un sujeto capaz de dar su palabra ante los otros y, de ese modo, capaz de vincularse con ellos. Sin embargo, hemos desistido de hacer una lectura exhaustiva de los múltiples autores que han trabajado la promesa como problema filosófico (entre los que podemos nombrar a Arendt, Ricoeur, Derrida, Jacques, Chrétien, entre otros) para centrarnos en Humberto Giannini, filósofo chileno, que en su propia comprensión del problema, e incorporando matices propios, ha sabido acoger los planteamientos centrales de cada uno de estos pensadores. Así, reconoceremos en su obra la herencia de cierta tradición del pensamiento europeo que decidió hacerse cargo de este asunto en la segunda mitad del siglo XX, centrándose en el rol del sujeto y sus capacidades de acción y discurso. Luego, con el fin de reconsiderar la promesa desde otras perspectivas teóricas que, según pensamos, podrían enriquecerla, la revisitaremos desde la filosofía de Emmanuel Lévinas. De este modo, intentaremos reescribir la promesa desde una teoría ética que considera al sujeto como vulnerable y no como posicionado fuertemente en sus capacidades. El sujeto levinasiano siempre halla cuestionado sus poderes y, por esta razón, desde su filosofía, pensaremos la promesa bajo la figura de la hospitalidad. Finalmente, centrándonos en una comprensión de la promesa como respuesta y ya no como iniciativa por parte del sujeto, expondremos algunas consecuencias éticas que se pueden desprender de esta lectura.

The Great Depression elucidated the shortcomings of the banking system and its control by Wall Street. The creation of the Federal Reserve System in 1913 was insufficient to correct flaws in the banking system until the Banking Acts of 1933 and 1935. A.P. Giannini, the American-Italian founder of the Bank of America and Mormon Marriner S. Eccles, chairman of Federal Reserve Board (1935-1949), from California and Utah respectively, successfully worked to restrain the power of the eastern banking establishment. The Banking Act of 1935 was the capstone of their cooperation, a bill that placed open market operations in the hands of the Federal Reserve, thus diminishing the power of the New York Reserve. The creation of the Federal Housing Act, as orchestrated by Eccles, became a source of enormous revenue for Giannini. Giannini's wide use of branch banking and mass advertising was his contribution to American banking. Eccles's promotion of compensatory spending and eventual placement of monetary control in the hands of the Federal Reserve Board with Banking Act of 1935 and the Accord of 1951 and Giannini's branch banking diminished the likelihood of another sustained depression. As the Bank of America grew, and as Eccles became more aggressive in his fight for control of monetary policy, Secretary of State Henry Morgenthau, Jr., became a common enemy to both bankers. Morgenthau caused the Securities and Exchange Commission to launch an investigation of the Bank of America. Later, when Eccles and Giannini were no longer friends, the Board of Governors filed suit under the Clayton Act against Transamerica, a Giannini bank holding company. By 1945, Giannini's bank was the largest in the world. When John W. Snyder replaced Morgenthau, the "freeze" against Giannini's expansion stopped. Eccles was demoted by Truman but served on the Board of Governors until the Accord of 1951 making the Reserve no longer responsible for supporting the pegged interest rates of government bonds.