Kvinnor i reklam : En kvalitativ semiotisk studie kring kvinnlig representation och gestaltning i reklam

Sammanfattning

The following study examines how women are represented in print advertising. The study applies a qualitative semiotic image analysis on twelve advertisements published in the magazine ELLE Sweden during three different periods of time: 2005, 2015 and 2025. The purpose of the study is to analyse female representation and framing of women in the mentioned sample and to compare the representation between the twelve advertisements. This with a theoretical framework built on three relevant theories: framing theory, representation theory and male gaze. The results can not be generalised but seen only to the twelve advertisements that the study includes, women are consistently portrayed with elements of sexualization, beauty ideals, and power relations, although these expressions evolve over time. In 2005 and 2015, representations are largely characterized by objectification and passivity in relation to men, aligning with previous research. By 2025, more complex and seemingly empowering portrayals emerge, where women are sometimes depicted as independent and active (rather than passive objects). However, subtle forms of objectification persist. The study suggests that female representation in advertising does not develop linearly toward greater equality but is instead reshaped by cultural influences.