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  • 1.
    Widegren, Pontus
    et al.
    Luleå University of Technology, Department of Arts, Communication and Education.
    Hedström, Elisabeth
    Luleå University of Technology, Department of Arts, Communication and Education.
    Aktivism eller kommersialism?: En kvalitativ analys om branding, symboler och representation i tre samtida reklamfilmer2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This essay is revolving around three big tv commercials and their impact on how the businesses use symbols and branding. The essay is also revolving around expressions like femvertizing and pinkwashing. The three commercials are one by Gillette, one by HM and one by SJ. By analyzing scenes from these three commercials through a semiotic method of connotation and denotation the essay states that the companies are using their power through feminist symbols and branding to get more people to buy their products.

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