"The Menstrual Cycle" : en semiotisk innehållsanalys av Deodocs reklamkampanj "The Menstrual Cycle" med Bianca Ingrosso
(2023) MKVA22 20231Media and Communication Studies
Department of Communication and Media
- Abstract
- The following study investigates the Swedish intimate skincare brand Deodoc’s video-campaign “The Menstrual Cycle” featuring the Swedish influencer Bianca Ingrosso. The Menstrual Cycle was published on Deodoc’s instagram in March 2021. The campaign faced a lot of criticism for sexualizing menstruation and portraying menstruation from a male perspective. Furthermore, the campaign was reprimanded by the Reklamombudsmannen for gender discrimination in 2021. The purpose of this study is hence to examine how this campaign depicts menstruation and femininity. By using a visual semiotic analysis, the campaign's denotations and connotations were identified and analyzed in order to gather the direct and indirect meanings of the video.
Theories... (More) - The following study investigates the Swedish intimate skincare brand Deodoc’s video-campaign “The Menstrual Cycle” featuring the Swedish influencer Bianca Ingrosso. The Menstrual Cycle was published on Deodoc’s instagram in March 2021. The campaign faced a lot of criticism for sexualizing menstruation and portraying menstruation from a male perspective. Furthermore, the campaign was reprimanded by the Reklamombudsmannen for gender discrimination in 2021. The purpose of this study is hence to examine how this campaign depicts menstruation and femininity. By using a visual semiotic analysis, the campaign's denotations and connotations were identified and analyzed in order to gather the direct and indirect meanings of the video.
Theories of popular feminism and commodity feminism were utilized to analyze the commercial’s connotations. Moreover, previous research about menstruation and advertising were used to assure the validity of the study, and to find instances of similar results.
The results show that the campaigns connotes multiple instances of sensuality and sexualisation of Bianca Ingrosso, as well as alluding to stereotypes of menstruating women. Stereotypes such as “women are controlled by their hormones”, “PMS makes women angry and hungry” and “periods are painful and bad experiences” were evident in the campaign. We suspect that Deodoc’s aim with the campaign was to embrace popular feminism through this campaign by normalizing and embracing periods. However, the campaign landed differently with the public and was instead regarded as reinforcing damaging stereotypes of menstruating women. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9117340
- author
- Boudin Lindvall, Lydia LU and Andersson, Charlie-Rut LU
- supervisor
- organization
- course
- MKVA22 20231
- year
- 2023
- type
- L2 - 2nd term paper (old degree order)
- subject
- keywords
- Menstruation, femininity, popular feminism, commodity feminism, encoding/decoding, femwashing
- language
- Swedish
- id
- 9117340
- date added to LUP
- 2023-06-12 07:13:57
- date last changed
- 2023-06-12 07:13:57
@misc{9117340,
abstract = {{The following study investigates the Swedish intimate skincare brand Deodoc’s video-campaign “The Menstrual Cycle” featuring the Swedish influencer Bianca Ingrosso. The Menstrual Cycle was published on Deodoc’s instagram in March 2021. The campaign faced a lot of criticism for sexualizing menstruation and portraying menstruation from a male perspective. Furthermore, the campaign was reprimanded by the Reklamombudsmannen for gender discrimination in 2021. The purpose of this study is hence to examine how this campaign depicts menstruation and femininity. By using a visual semiotic analysis, the campaign's denotations and connotations were identified and analyzed in order to gather the direct and indirect meanings of the video.
Theories of popular feminism and commodity feminism were utilized to analyze the commercial’s connotations. Moreover, previous research about menstruation and advertising were used to assure the validity of the study, and to find instances of similar results.
The results show that the campaigns connotes multiple instances of sensuality and sexualisation of Bianca Ingrosso, as well as alluding to stereotypes of menstruating women. Stereotypes such as “women are controlled by their hormones”, “PMS makes women angry and hungry” and “periods are painful and bad experiences” were evident in the campaign. We suspect that Deodoc’s aim with the campaign was to embrace popular feminism through this campaign by normalizing and embracing periods. However, the campaign landed differently with the public and was instead regarded as reinforcing damaging stereotypes of menstruating women.}},
author = {{Boudin Lindvall, Lydia and Andersson, Charlie-Rut}},
language = {{swe}},
note = {{Student Paper}},
title = {{"The Menstrual Cycle" : en semiotisk innehållsanalys av Deodocs reklamkampanj "The Menstrual Cycle" med Bianca Ingrosso}},
year = {{2023}},
}