Humor At the Supermarket : A Qualitative Analysis of the ICA Commercial

The aim of this study is to analyze stereotypes in the ICA commercials during the period of 2014 and 2018. How are the characters represented from an intersectional perspective and how are they represented from a stereotyped perspective? Has there been any changes or developments between these years? The used methods are an image analysis and text analysis from a semiotic perspective. Earlier studies have shown that men have more dominant roles than women in commercials. It is also shown that most women are under 30 years old, while men are older. The results of this study show that this is still accurate today and there hasn’t been any big changes. The men in the ICA commercials have dominated roles and are older than the women who are younger than 30 and have more subordinate roles. Stereotypes are common in the ICA commercials, but at the same time they try to twist them to go against norms - for example showing a character with Down syndrome