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Tatueringskonsten är uråldrig och har präglats av negativa attityder och stigmatisering samt att forskning har visat att tatueringar påverkar tillskrivningen av egenskaper. Syftet med studien var att undersöka om tatueringar kan förstärka tillskrivningen av egenskaper när en individ anses vara vårdad eller ovårdad. Studien utfördes genom ett experiment där fyra versioner av bilder på en kvinna manipulerats utifrån resultatet av en pilotstudie som undersökte vårdadhet. Resultatet visade att tatueringar har en signifikant påverkan på tillskrivningen av positiva sociala egenskaper där kvinnan med tatueringar skattades högre än sin icke-tatuerade motpart. Tatueringar hade ingen effekt på indexen Utseende och Kompetens. Ingen interaktionseffekt mellan vårdadhet och tatueringar identifierades. Resultatet går i linje med forskning från de senaste tre åren och tyder på att bilden av tatuerade har förändrats. Förslag till framtida forskning är att replikera studien med starkare manipulation av variabeln vårdadhet samt studera tidigare undersökta områden för att verifiera attityden till tatuerade.

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The portrayal of women in commercials is intertwined with patriarchal structures and power hierarchies found in Western contemporary society, which stem from the Judeo-Christian binary of a ‘clean/messy’ body as introduced by St. Augustine (354 – 430 CE). This portrayal of women and its effect on their self-esteem, as well as consumerism, have considerable implications for the gender dynamics in modern Western societies. Therefore, the aim of this thesis is to explore the interdependent relationship between feminine hygiene product commercials, feminist movements and women’s self-esteem.The goal of this thesis is twofold. First, a multimodal discourse analysis of four advertisements from Always and Venus will be performed to uncover to what extent feminine hygiene product commercials are adjusting their portrayal of the female body according to feminist movements. Secondly, four qualitative semi-structured interviews will be conducted to examine how the portrayal of women in these commercials affect women’s self-esteem. This thesis’ research draws from feminist theories, Representation Theory, Consumer Culture Theory (CCT), and the Hierarchy of Effects Theory (HET).The findings of the analysis imply that the companies have made some adjustments in the way they are portraying women in accordance with the feminist movements. However, both the analysis of the commercials and the interviews imply that more improvements are necessary. The thesis comes to the conclusion that feminine hygiene product commercials can affect the self-esteem of women by creating (unrealistic) norms about how a female body should look and function. / <p>B</p>

No description available.

The portrayal of women in commercials is intertwined with patriarchal structures and power hierarchies found in Western contemporary society, which stem from the Judeo-Christian binary of a ‘clean/messy’ body as introduced by St. Augustine (354 – 430 CE). This portrayal of women and its effect on their self-esteem, as well as consumerism, have considerable implications for the gender dynamics in modern Western societies. Therefore, the aim of this thesis is to explore the interdependent relationship between feminine hygiene product commercials, feminist movements and women’s self-esteem.  The goal of this thesis is twofold. First, a multimodal discourse analysis of four advertisements from Always and Venus will be performed to uncover to what extent feminine hygiene product commercials are adjusting their portrayal of the female body according to feminist movements. Secondly, four qualitative semi-structured interviews will be conducted to examine how the portrayal of women in these commercials affect women’s self-esteem. This thesis’ research draws from feminist theories, Representation Theory, Consumer Culture Theory (CCT), and the Hierarchy of Effects Theory (HET).  The findings of the analysis imply that the companies have made some adjustments in the way they are portraying women in accordance with the feminist movements. However, both the analysis of the commercials and the interviews imply that more improvements are necessary. The thesis comes to the conclusion that feminine hygiene product commercials can affect the self-esteem of women by creating (unrealistic) norms about how a female body should look and function.