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Stunning looks and abnormal power: a study of gender related language differences in advertisements
2003 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to compare the language used in advertisements aimed at women and men respectively, and by doing so illuminating the differences that may exist. Do the advertisers use different words depending on the gender they wish to target? The study also aims to see if language differences in advertisements match or enhance the existing stereotypes we have about men and women. The study is based on 45 advertisements aimed at women and 45 aimed at men. By analysing the advertisements it was found that there in fact are difference in language depending on which gender they wish to target. Words in ads targeting women are to a large extent connected with looks and beauty: those aimed at men are words that present the man as strong, brave and active. As a result of this, the conclusuion is that the language in advertisements is in fact based on the stereotypes that exist about men and women: where women are beautiful and men are strong and brave.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, reklam, kön, språk, annonser
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-57800ISRN: LTU-CUPP--03/077--SELocal ID: e6c4fa22-04e7-45a4-b135-4845fa3becf1OAI: diva2:1031188
Subject / course
Student thesis, at least 15 credits
Educational program
English, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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