Advertising today is everywhere, wherever we are, we encounter it and affect us. The advertisement can be seen as a way of reproducing and maintaining values and imagination worlds, but it is not always positive. People with other ethnicities have experienced media and advertising annoying as they create an erroneous picture about their ethnicity, built by prejudices and preconceived sentences. For the younger generations, advertising has been an obvious part of everyday life, it has been inevitable for them. Therefore, the target group becomes an interesting group to investigate in order to find out their attitudes, based on Allport's theoretical tools public opinion, against advertising, and what they consider about ethnic discrimination in advertising. The study is based on a self-formulated survey, to fill the research gap we found. The results of the study show that there are significant differences between gender and political views that affect what is considered to be about ethnic discrimination in advertising. Women to a greater degree than men consider ethnic discrimination in advertising as problematic. Left-wing sympathizers to a greater extent than right-wing psychiatrists chose the problem of response more often in the question of what they considered about ethnic discrimination in advertising. The results and conclusions are based on previous research on advertising, youth and advertising, experiences of discrimination and discrimination in advertising as well as a link between the theoretical framework on attitudes, values and theories of ethnic discrimination.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-355434 |
| Date | January 2018 |
| Creators | Halonen, Kajsa, Huldin, Louise |
| Publisher | Uppsala universitet, Sociologiska institutionen, Uppsala universitet, Sociologiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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