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The best a brand can be? P&G’s femvertising meeting hegemonic masculinity

Agudelo, Patricia LU (2020) SKOM12 20201
Department 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:
author
Agudelo, Patricia LU
supervisor
organization
alternative title
The best a brand can be?
course
SKOM12 20201
year
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}},
}