Exploring Femvertising in Swedish Brand Communication
(2024) SKOM12 20241Department of Strategic Communication
- Abstract
- This study examines femvertising practices in the context of Swedish brand communication, focusing on three prominent brands known for their alignment with femvertising principles. Using a critical feminist perspective on the post-feminist wave, the research analyzes the portrayal of women in femvertising campaigns to explore themes of empowerment, diversity, and challenging traditional gender norms. Through a multimodal social semiotic analysis, the study identifies recurring themes and strategies used by Swedish brands to promote gender equality and challenge stereotypes in advertising. Key findings reveal a shift away from traditional gender roles, with a focus on individuality, self-love and diversity among women. However, instances of... (More)
- This study examines femvertising practices in the context of Swedish brand communication, focusing on three prominent brands known for their alignment with femvertising principles. Using a critical feminist perspective on the post-feminist wave, the research analyzes the portrayal of women in femvertising campaigns to explore themes of empowerment, diversity, and challenging traditional gender norms. Through a multimodal social semiotic analysis, the study identifies recurring themes and strategies used by Swedish brands to promote gender equality and challenge stereotypes in advertising. Key findings reveal a shift away from traditional gender roles, with a focus on individuality, self-love and diversity among women. However, instances of the commodification of feminism are observed. Additionally, the study reveals a generational divide in attitudes towards gender representation, with younger demographics showing a greater commitment to progressive ideals and inclusivity. Overall, this research contributes to a deeper understanding of the evolving landscape of femvertising in Sweden, highlighting both progress and persistent challenges in the representation of women in advertising. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9167252
- author
- Lindqvist, Louise LU
- supervisor
- organization
- course
- SKOM12 20241
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- femvertising, feminism, post-feminist wave, strategic communication
- language
- English
- id
- 9167252
- date added to LUP
- 2024-07-05 11:40:23
- date last changed
- 2024-07-05 11:40:23
@misc{9167252,
abstract = {{This study examines femvertising practices in the context of Swedish brand communication, focusing on three prominent brands known for their alignment with femvertising principles. Using a critical feminist perspective on the post-feminist wave, the research analyzes the portrayal of women in femvertising campaigns to explore themes of empowerment, diversity, and challenging traditional gender norms. Through a multimodal social semiotic analysis, the study identifies recurring themes and strategies used by Swedish brands to promote gender equality and challenge stereotypes in advertising. Key findings reveal a shift away from traditional gender roles, with a focus on individuality, self-love and diversity among women. However, instances of the commodification of feminism are observed. Additionally, the study reveals a generational divide in attitudes towards gender representation, with younger demographics showing a greater commitment to progressive ideals and inclusivity. Overall, this research contributes to a deeper understanding of the evolving landscape of femvertising in Sweden, highlighting both progress and persistent challenges in the representation of women in advertising.}},
author = {{Lindqvist, Louise}},
language = {{eng}},
note = {{Student Paper}},
title = {{Exploring Femvertising in Swedish Brand Communication}},
year = {{2024}},
}