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Män, makt, och marinblå kostymer: en bildanalys över hur maskuliniteter iscensätts i Suitsupplys kostymreklamer

Gårdevall, Anton LU and Therstam, Jacob LU (2018) MODK63 20181
Division of Fashion Science
Abstract
This Bachelor’s thesis examines how masculinity is enacted in three different advertising campaigns from the Dutch menswear brand Suitsupply. The material consists of six photos, which are analyzed using visual semiotic analysis based on Barthes’ theories. To categorize the masculinity, theories from Connell, Halberstam and Nordberg are used. Ethnicity, poses, gaze, milieus and class are contributing factors which affect the enactment of masculinity. Clothing, and especially, the suit and it’s historical and cultural meanings are crucial factors of how the masculinities are enacted. Its complexities are examined connected to gender, representation and dress codes and how these factors affects the examined material. All three of Connell’s... (More)
This Bachelor’s thesis examines how masculinity is enacted in three different advertising campaigns from the Dutch menswear brand Suitsupply. The material consists of six photos, which are analyzed using visual semiotic analysis based on Barthes’ theories. To categorize the masculinity, theories from Connell, Halberstam and Nordberg are used. Ethnicity, poses, gaze, milieus and class are contributing factors which affect the enactment of masculinity. Clothing, and especially, the suit and it’s historical and cultural meanings are crucial factors of how the masculinities are enacted. Its complexities are examined connected to gender, representation and dress codes and how these factors affects the examined material. All three of Connell’s masculinities; hegemonic, complicit and subordinate are present in the campaigns along with Halberstam and Nordberg’s theories of female masculinity. However, the essay finds that one specific type of man is portrayed throughout all of the campaigns. He has been given the name “the Suitsupply-man”. This man maintains traits of the hegemonic masculinity, originating from the suit, looks, ethnicity and other various factors, while sometimes also exhibiting traits and context connected to subordinate and complicit masculinities. Thus, the Suitsupply man cannot fully be integrated to Connell’s hierarchy of masculinities. (Less)
Please use this url to cite or link to this publication:
author
Gårdevall, Anton LU and Therstam, Jacob LU
supervisor
organization
course
MODK63 20181
year
type
M2 - Bachelor Degree
subject
keywords
kostym, män, makt, maskulinitet, herrmode, bildanalys, Suitsupply, reklam suit, men, power, masculinity, menswear, image analysis, advertising
language
Swedish
id
8954118
date added to LUP
2018-09-24 11:54:44
date last changed
2018-09-24 11:54:44
@misc{8954118,
  abstract     = {This Bachelor’s thesis examines how masculinity is enacted in three different advertising campaigns from the Dutch menswear brand Suitsupply. The material consists of six photos, which are analyzed using visual semiotic analysis based on Barthes’ theories. To categorize the masculinity, theories from Connell, Halberstam and Nordberg are used. Ethnicity, poses, gaze, milieus and class are contributing factors which affect the enactment of masculinity. Clothing, and especially, the suit and it’s historical and cultural meanings are crucial factors of how the masculinities are enacted. Its complexities are examined connected to gender, representation and dress codes and how these factors affects the examined material. All three of Connell’s masculinities; hegemonic, complicit and subordinate are present in the campaigns along with Halberstam and Nordberg’s theories of female masculinity. However, the essay finds that one specific type of man is portrayed throughout all of the campaigns. He has been given the name “the Suitsupply-man”. This man maintains traits of the hegemonic masculinity, originating from the suit, looks, ethnicity and other various factors, while sometimes also exhibiting traits and context connected to subordinate and complicit masculinities. Thus, the Suitsupply man cannot fully be integrated to Connell’s hierarchy of masculinities.},
  author       = {Gårdevall, Anton and Therstam, Jacob},
  keyword      = {kostym,män,makt,maskulinitet,herrmode,bildanalys,Suitsupply,reklam suit,men,power,masculinity,menswear,image analysis,advertising},
  language     = {swe},
  note         = {Student Paper},
  title        = {Män, makt, och marinblå kostymer: en bildanalys över hur maskuliniteter iscensätts i Suitsupplys kostymreklamer},
  year         = {2018},
}