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Showing result 1 - 5 of 8 essays matching the above criteria.

1. 1. Gendered Language in English Job Advertisements and the Perception of Potential Applicants within Electrical and Electronic Engineering in Sweden

   University essay from Mälardalens universitet/Akademin för utbildning, kultur och kommunikation

   Author : Josefin Alm; [2024]
   Keywords : Sociolinguistics; gender; language; masculine and feminine words; job advertisements; electrical; and electronic engineering.;

   Abstract : This mixed-method study investigates the use of masculine and feminine-coded words (i.e., words associated with gender stereotypes) in English job advertisements in Sweden, focusing on the male-dominated Electronic and Electric engineering field in Sweden (SCB, 2022). READ MORE

3. 2. Sex sells - but should it? : The notion of using sex(ism) in tourism advertising

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Matilda Edeving; Michaela Engdahl; [2023]
   Keywords : Tourism advertisement; gender stereotypes; advertising; sex ism ; symbolism; social responsibility; gender in equality;

   Abstract : This thesis provides a discussion of the use of sex(ism) in advertisement and its implications for gender roles and values, with a focus on women’s status in society. We argue that women are being objectified and still considered second class citizens, even in such a gender equality forward country as Sweden. READ MORE

4. 3. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement

   University essay from Göteborgs universitet/Graduate School

   Author : Amanda Hassel; Linnea Jonsson; Johan Strömfeldt; [2022-08-04]
   Keywords : Stereotype; Video Advertisement; Emotions; Online Consumer Engagement; Natural Language Processing NLP ; Artificial Intelligence AI ; Machine Learning; Bidirectional Encoder Representation from Transformers BERT ; Transformer Models;

   Abstract : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. READ MORE

5. 4. Oh, I feel like a woman! : A qualitative semiotic gender study through texts and images in the Swedish fashion remote commerce

   University essay from Lunds universitet/Avdelningen för modevetenskap

   Author : Emma Krysell; Jannie Somehagen; [2018]
   Keywords : fashion; advertisement; gender; stereotypes; remote commerce; mail-order catalogues; Cultural Sciences;

   Abstract : Oh! I feel like a woman! – A qualitative semiotic gender study through texts and images in the Swedish fashion remote commerce is a bachelor thesis on how clothes are portrayed in illustrations and photographs of models and in texts in mail-order catalogues and websites in the Swedish fashion remote commerce. The thesis aims to compare how genders and fashion are connected and manifested in the fashion remote commerce by portraying different gender stereotypes. READ MORE

6. 5. Reshaping the Man in the Mirror: The effects of challenging stereotypical male portrayals in advertising

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Mikaela Knutson; Matilda Waldner; [2017]
   Keywords : norm-breaking ads; gender role stereotypes; menvertising; femvertising; firm-level effects;

   Abstract : Norm-breaking gender portrayals in advertising is a relatively new phenomenon. So far, researchers have mainly focused on the implications of ads that challenge female gender role and body stereotypes; a concept known as femvertising, that has been shown to have positive effects on both brands and consumers. READ MORE