Skönhetsdrömmar på burk : En retorisk analys av hudvårdsreklamannonser

AbstractThe purpose of this study was to examine whether there are differences, and in such cases, what differences in promotional ads for skin care products, for men and women, in lifestyle magazines, which are sold in Sweden. I have done a rhetorical content analysis of twelve ad images. Theories I have worked with are gender theory, rhetoric and media marketing. The results showed that the ethos arguments are well entrenched in all ads. But there are differences in how the senders choose to build trust with the receivers. The ads for men present a combination of ethos and logos-arguments. The senders hope to win the men ́s trust by presenting many facts about the products and its effectiveness. The majority of the ads for women present a woman in the picture while it’s not as common in the ads for men. Some of the ads for women also share that other female consumers are satisfied with the product. Men have been feminized in media communication and the female body is portrayed as the primary source of women ́s success. The media have a major impact on society and its citizens. What the media chooses to report are also presented as important in society.Validerat; 20110706 (anonymous