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En förödande stereotyp eller bara en vanlig man?

Mellin, Hanna LU and Eriksson Grönberg, Alice LU (2018) SKOK11 20181
Department of Strategic Communication
Abstract (Swedish)
Denna studie syftar till att öka kunskapen kring hur reklam med icke-stereotypa porträtt av mansrollen upplevs av unga män (16-24 år). Vidare syftar den till att undersöka relationen mellan dessa porträtt och dess avsändare genom att belysa hur varumärket bakom reklamen påverkar upplevelsen. Då tidigare studier främst fokuserat på kvinnors upplevelser av icke-stereotyp reklam bidrar denna studie med ett nytt och relativt outforskat perspektiv. Tre verkliga reklamfilmer valdes ut: en med en implicit icke-stereotyp porträttering av mansrollen, en med en explicit icke-stereotyp porträttering och en med en porträttering som låg däremellan. Dessa reklamfilmer diskuterades sedan i semi-strukturerade intervjuer och empirin analyserades därefter... (More)
Denna studie syftar till att öka kunskapen kring hur reklam med icke-stereotypa porträtt av mansrollen upplevs av unga män (16-24 år). Vidare syftar den till att undersöka relationen mellan dessa porträtt och dess avsändare genom att belysa hur varumärket bakom reklamen påverkar upplevelsen. Då tidigare studier främst fokuserat på kvinnors upplevelser av icke-stereotyp reklam bidrar denna studie med ett nytt och relativt outforskat perspektiv. Tre verkliga reklamfilmer valdes ut: en med en implicit icke-stereotyp porträttering av mansrollen, en med en explicit icke-stereotyp porträttering och en med en porträttering som låg däremellan. Dessa reklamfilmer diskuterades sedan i semi-strukturerade intervjuer och empirin analyserades därefter utifrån teori om meningsskapande, sociala jämförelser, identitet och varumärken. Analysen pekade på att ens egen identiteten påverkade vad informanterna tyckte om reklamfilmerna, såväl som att de icke-stereotypa porträtten upplevdes som verklighetstrogna och lättare att relatera till än mer stereotypa reklamporträtt. Resultaten pekade på att icke-stereotypa porträtt i reklam har potential att väcka intresse hos konsumenter, speciellt när de kom från ett oväntat håll. Utifrån detta menar vi att man kan ifrågasätta det utbredda användandet av stereotyper i reklam våra resultat tyder på att reklam med icke-stereotypa porträtt av mansrollen kan vara gynnsamt för varumärket. (Less)
Abstract
The purpose of this paper is to increase the knowledge of how commercials depicting non-stereotypical portrayals of the male role is experienced by young men (16-24 years). The aim is also to investigate the relationship between these portrayals and their senders by shedding light on how the brands behind the commercials affects the experiences. Since previous studies mainly have focused on women’s experiences of non-stereotypical commercials, this study contributes with a new and relatively unexplored perspective. Three real commercials were chosen: one with an implicit non-stereotypical portrayal of the male role, one with an explicit non-stereotypical portrayal and one with a portrayal inbetween. These commercials were then discussed in... (More)
The purpose of this paper is to increase the knowledge of how commercials depicting non-stereotypical portrayals of the male role is experienced by young men (16-24 years). The aim is also to investigate the relationship between these portrayals and their senders by shedding light on how the brands behind the commercials affects the experiences. Since previous studies mainly have focused on women’s experiences of non-stereotypical commercials, this study contributes with a new and relatively unexplored perspective. Three real commercials were chosen: one with an implicit non-stereotypical portrayal of the male role, one with an explicit non-stereotypical portrayal and one with a portrayal inbetween. These commercials were then discussed in semi-structured interviews and the empirics were analysed with theories about sense-making, social comparisons, identity and brands. The analysis implied that the own identity affected how the respondents perceived the commercials, and that the non-stereotypical portrayals were considered realistic and more relatable than more stereotypical portrayals. The results suggested that non-stereotypical portrayals in commercials has the potential to arouse a special interest by the consumer, especially when they appeared unexpectedly. Drawing from this, we argue that one can question the widespread usage of stereotypes in commercials since our results suggests that commercials depicting non-stereotypical portrayals of the male role can be profitable for the brand. (Less)
Please use this url to cite or link to this publication:
author
Mellin, Hanna LU and Eriksson Grönberg, Alice LU
supervisor
organization
course
SKOK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
icke-stereotyp reklam, unga män, maskulinitet, stereotyper, identitet, varumärke, marknadsföring, varumärkesidentitet, varumärkesassociationer
language
Swedish
id
8948353
date added to LUP
2018-06-15 07:48:27
date last changed
2018-06-15 07:48:27
@misc{8948353,
  abstract     = {{The purpose of this paper is to increase the knowledge of how commercials depicting non-stereotypical portrayals of the male role is experienced by young men (16-24 years). The aim is also to investigate the relationship between these portrayals and their senders by shedding light on how the brands behind the commercials affects the experiences. Since previous studies mainly have focused on women’s experiences of non-stereotypical commercials, this study contributes with a new and relatively unexplored perspective. Three real commercials were chosen: one with an implicit non-stereotypical portrayal of the male role, one with an explicit non-stereotypical portrayal and one with a portrayal inbetween. These commercials were then discussed in semi-structured interviews and the empirics were analysed with theories about sense-making, social comparisons, identity and brands. The analysis implied that the own identity affected how the respondents perceived the commercials, and that the non-stereotypical portrayals were considered realistic and more relatable than more stereotypical portrayals. The results suggested that non-stereotypical portrayals in commercials has the potential to arouse a special interest by the consumer, especially when they appeared unexpectedly. Drawing from this, we argue that one can question the widespread usage of stereotypes in commercials since our results suggests that commercials depicting non-stereotypical portrayals of the male role can be profitable for the brand.}},
  author       = {{Mellin, Hanna and Eriksson Grönberg, Alice}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{En förödande stereotyp eller bara en vanlig man?}},
  year         = {{2018}},
}