The best a brand can be? P&G’s femvertising meeting hegemonic masculinity
(2020) SKOM12 20201Department of Strategic Communication
- Abstract
- This thesis uses Feminist Critical Discourse Analysis and Multimodal Discourse Analysis to study how a house of brands, like Procter & Gamble (P&G), handles femvertising, that it is produced by its own brands. The paper analyses the phenomenon using examples from commercials that belong to P&G’s #WeSeeEqual campaign and the controversial commercial video from Gillette The best men can be.
One research questions served as a guideline for this project: What characterizes the femvertising pieces targeting women and/or men, produced by the house of brands P&G for their brands Gillette, Fairy, Ariel and Always?
In order to be able to study this phenomenon, the empirical materials that will be analysed are: 1) #ShareTheLoad by Ariel, 2)... (More) - This thesis uses Feminist Critical Discourse Analysis and Multimodal Discourse Analysis to study how a house of brands, like Procter & Gamble (P&G), handles femvertising, that it is produced by its own brands. The paper analyses the phenomenon using examples from commercials that belong to P&G’s #WeSeeEqual campaign and the controversial commercial video from Gillette The best men can be.
One research questions served as a guideline for this project: What characterizes the femvertising pieces targeting women and/or men, produced by the house of brands P&G for their brands Gillette, Fairy, Ariel and Always?
In order to be able to study this phenomenon, the empirical materials that will be analysed are: 1) #ShareTheLoad by Ariel, 2) #MakeItFair by Fairy, 3) #LikeAGirl by Always, and 4) The best men can be by Gillette.
As theoretical framework this paper uses Foucault’s theory of power and the theory of hegemonic masculinity by Connell & Messerschmidt.
What was identified after analysing the data was that the different commercials always include hegemonic masculinity somehow in their content, in some it is attacked directly, in others in a subtle and implicit way and in others just excused or justified. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9028677
- author
- Agudelo, Patricia LU
- supervisor
- organization
- alternative title
- The best a brand can be?
- course
- SKOM12 20201
- year
- 2020
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Femvertising, Feminist Critical Discourse Analysis, Hegemonic masculinity, Multimodal Discourse Analysis, P&G, Power, Foucault.
- language
- English
- id
- 9028677
- date added to LUP
- 2021-02-01 09:32:07
- date last changed
- 2021-02-01 09:33:00
@misc{9028677, abstract = {{This thesis uses Feminist Critical Discourse Analysis and Multimodal Discourse Analysis to study how a house of brands, like Procter & Gamble (P&G), handles femvertising, that it is produced by its own brands. The paper analyses the phenomenon using examples from commercials that belong to P&G’s #WeSeeEqual campaign and the controversial commercial video from Gillette The best men can be. One research questions served as a guideline for this project: What characterizes the femvertising pieces targeting women and/or men, produced by the house of brands P&G for their brands Gillette, Fairy, Ariel and Always? In order to be able to study this phenomenon, the empirical materials that will be analysed are: 1) #ShareTheLoad by Ariel, 2) #MakeItFair by Fairy, 3) #LikeAGirl by Always, and 4) The best men can be by Gillette. As theoretical framework this paper uses Foucault’s theory of power and the theory of hegemonic masculinity by Connell & Messerschmidt. What was identified after analysing the data was that the different commercials always include hegemonic masculinity somehow in their content, in some it is attacked directly, in others in a subtle and implicit way and in others just excused or justified.}}, author = {{Agudelo, Patricia}}, language = {{eng}}, note = {{Student Paper}}, title = {{The best a brand can be? P&G’s femvertising meeting hegemonic masculinity}}, year = {{2020}}, }