Könsstereotyper i reklam, Gender stereotypes in commercials : En analys av genus i ICAs och H&Ms reklam, gender analysis of the commercials from ICA and H&M

We are constantly being fed information. Everything and everyone we come into contact with may somehow make a new impression on us, whether we are aware of it or not. One of the ways that people in today’s society in Sweden are being given information is via different types of media, for example through commercials. Whether it’s a video clip or a still-frame picture, a commercial is an effective way for a company to reach out to potential customers. However, it is not only the messages or signals that may appear obvious that these companies send out when advertising with commercials. When taking a closer look at a commercial, it becomes clear that these pictures or video clips may make more impressions than it may first appear. Commercials mirror the society that we are living in, yet at the same time they send out signals about what the society could be like. Creating expectations, longing and ideals; commercials have a larger impact on their public than it may first seem. In this essay we have chosen to focus on two Swedish brands: the grocery store Ica and the clothing brand Hennes & Mautriz (H&M). Focusing on three different time periods – the 1990’s, 2000’s and 2010’s – we have studied the development of these two companies commercials and analyzed what possible messages these commercials send out. Our main focus has been to study these brands from a gender critical perspective and analyzing how men and women are portrayed, comparing differences and similarities.