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.

This investigation is about the English language in Swedish TV-commercials. Theinvestigation shows that there are commercials in Sweden that involve other languages thanSwedish. The languages found in this study apart from Swedish were English, Italian andGerman. The results show that the most common language was Swedish, which was used in405 (96.4%) of the 420 commercial spots of which the data consists. In 57.6% of thecommercials Swedish was the only language that was used compared to the 3.6% spots whichonly included English. Swedish was used together with English, Italian or German in 159commercials. There were 168 ads which contained some form of English, as the onlylanguage or together with Swedish. The results show that there was no major differenceregarding the time when the commercials containing only Swedish were broadcast. The sameconclusion could be drawn for the commercials which contained Swedish together withEnglish. The commercials which only included English were broadcast most frequently in themorning and at night. In conclusion, Swedish was the language used to the greatest extent.Furthermore, English appeared in nearly 50% of the commercials even though it was onlyused exclusively in a few ads. / Den här undersökningen handlar om användningen av engelska i svensk tv-reklam.Undersökningen visar att det finns reklam i Sverige som använder sig av andra språk änsvenska. De språk som användes utöver svenska var engelska, italienska och tyska.Resultaten visar att det språk som användes mest var svenska, som användes i 405 (96.4%)av de 420 reklaminslag som utgör datan. I 57.6% av reklaminslagen var svenska det endaspråket som användes jämfört med de 3.6% som endast innehöll engelska. Svenska användestillsammans med engelska, italienska eller tyska i 159 reklaminslag. Totalt innehöll 168reklaminslag engelska i någon form, som enda språk eller tillsammans med svenska.Resultaten visar att det inte var någon större skillnad på vid vilken tidpunkt reklam på enbartsvenska sändes. Samma slutsats gick att dra för de reklaminslag som innehöll svenskatillsammans med engelska. Reklam som endast innehöll engelska i någon form sändes mestfrekvent i tidsintervall ett och tre, det vill säga på morgonen och på kvällen.Sammanfattningsvis var svenska det språk som användes mest. Engelska däremot, användesi nästan 50% av reklaminslagen även om det endast användes på egen hand i några få inslag.