The ways in which advertisements can affect social and brand-related aspects is an area of interest for both companies and society at large. The aim of this study is to examine and identify differences in the production and interpretation of advertisements on Instagram, targeted towards men versus women. There are two research questions: (1) How can the production of Gillette and Gillette Venus’ advertisements on Instagram targeted towards men and women differ? (2) How can the interpretation of Gillette and Gillette Venus’ advertisements on Instagram targeted towards men and women differ, based on the gender of the interpreter? The study includes a gender perspective and Goffman’s theory on gender and advertisements has been applied. To answer the second research question, Hall’s encoding/decoding theory has been applied. The study consists of two research methods, a semiotic photo analysis and semi-structured interviews. The photo analysis was used for RQ1 and consisted of six photos, three from Gillette’s Instagram account and three photos from Gillette Venus’s account. The semi-structured interviews helped answer RQ2. A total of ten interviews were carried out, with an even distribution of male and female interviewees. A comparative analysis was used for both research methods to enable comparison between the two genders. The results showed that there are three main differences in the production of Gillette and Gillette Venus’ advertisements on Instagram. As for RQ2, it was concluded that the gender of the interpreter affected how the advertisements’ overall message was interpreted.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-446469 |
| Date | January 2021 |
| Creators | Matts, Caroline, Svensson, Emma |
| Publisher | Uppsala universitet, Medier och kommunikation, Uppsala universitet, Medier och kommunikation |
| 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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