The goal in doing this study has been studying public interpretations of media content in the commercials that this study uses. The analysis was based on two TV commercials for feminine hygiene products. Initially, they seemed to differ from each other, but soon the question whether or not they in fact did convey the same underlying message was raised. The theoretical premises on which the study was founded on are the gender perspective in advertising and the social construction of gender. To reveal the hidden signs appearing in these commercials and to find out their meanings, we used the method of semiotic analysis. To further find out how the audience interpreted the films and their possible messages, we performed qualitative interviews, followed by a reception analysis of these. The result we reached using the latter method is not unambiguous, but we were able to highlight the differences as well as to what degree personal interpretation influences people.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-77410 |
| Date | January 2012 |
| Creators | Flavet, Josefine, Forselius Karlsten, Tove |
| Publisher | Stockholms universitet, Institutionen för mediestudier, Stockholms universitet, Institutionen för mediestudier |
| 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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