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Könsrollernas framställning i reklam - En fokusgruppsstudie om ungdomars perspektiv på män och kvinnors framställning i reklam

Petersson, Josefin LU and Günther, Theresa LU (2012) SOPA63 20112
School of Social Work
Abstract
Today's society demands us, as women and men, to have high expectations to live up to. Those demands reflect the high standard of stereotypical ideals especially for teenagers to be accepted in society. However, it can be seen that societal expectations for both teenage boys and girls are already pre-determined. The purpose of this paper was to identify and demonstrate the problems of teenage boys and girls and their own perceptions which have been raised due to the advertising in media. In this paper we were discussing different theories including comparison with gender perspectives from both teenage boys and girls which have been taken from different sources such as Foucault’s theories on power and Simone de Beauvoir’s studies of gender.... (More)
Today's society demands us, as women and men, to have high expectations to live up to. Those demands reflect the high standard of stereotypical ideals especially for teenagers to be accepted in society. However, it can be seen that societal expectations for both teenage boys and girls are already pre-determined. The purpose of this paper was to identify and demonstrate the problems of teenage boys and girls and their own perceptions which have been raised due to the advertising in media. In this paper we were discussing different theories including comparison with gender perspectives from both teenage boys and girls which have been taken from different sources such as Foucault’s theories on power and Simone de Beauvoir’s studies of gender. This study’s findings shows that advertising reflects, as teenagers think, stereotypical expectations of men and women and that advertising to some extent reflects a distorted picture of reality. (Less)
Please use this url to cite or link to this publication:
author
Petersson, Josefin LU and Günther, Theresa LU
supervisor
organization
course
SOPA63 20112
year
type
M2 - Bachelor Degree
subject
keywords
power, advertising, gender, teenagers
language
Swedish
id
2301205
date added to LUP
2012-01-24 16:28:13
date last changed
2012-01-24 16:28:13
@misc{2301205,
  abstract     = {Today's society demands us, as women and men, to have high expectations to live up to. Those demands reflect the high standard of stereotypical ideals especially for teenagers to be accepted in society. However, it can be seen that societal expectations for both teenage boys and girls are already pre-determined. The purpose of this paper was to identify and demonstrate the problems of teenage boys and girls and their own perceptions which have been raised due to the advertising in media. In this paper we were discussing different theories including comparison with gender perspectives from both teenage boys and girls which have been taken from different sources such as Foucault’s theories on power and Simone de Beauvoir’s studies of gender. This study’s findings shows that advertising reflects, as teenagers think, stereotypical expectations of men and women and that advertising to some extent reflects a distorted picture of reality.},
  author       = {Petersson, Josefin and Günther, Theresa},
  keyword      = {power,advertising,gender,teenagers},
  language     = {swe},
  note         = {Student Paper},
  title        = {Könsrollernas framställning i reklam - En fokusgruppsstudie om ungdomars perspektiv på män och kvinnors framställning i reklam},
  year         = {2012},
}