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En smak av svensk manlighet: Ideal och värden i sportdrycksreklam
Linköping University, Department of Social and Welfare Studies.
2006 (Swedish)Independent thesis Advanced level (degree of Magister), 20 points / 30 hpStudent thesis
Abstract [en]

The society of consumption exposes us to a lot of information, where advertisement constitutes an extensive part. Due to its expanding, advertisement receives a natural and obvious space in our everyday life. This study aims to investigate how social and cultural values can be mediated in advertisement. The focus has been put to ideas related to health and fitness in the advertisement of power drinks. The thesis takes social constructionism as a starting point, and combines image- and critical discourse analysis in purpose to analyze the pictures.Sociology of consumption, construction of identity, lifestyle and everyday life all constitute an essential part of my analysis. The analysis of the advertisement of power drinks made in this essay, shows that aspects such as health and fitness are put aside. Instead, ideals that advocate conceptions about masculinity and swedishness get a salient position.

Place, publisher, year, edition, pages
Institutionen för samhälls- och välfärdsstudier , 2006. , 65 p.
Keyword [sv]
Hälsa, svenskhet, nationalism, manlighet, individualism, reklam, kritisk diskursanalys
National Category
Social Sciences
URN: urn:nbn:se:liu:diva-6822ISRN: LiU-ISV/SKA-D--06/10--SEOAI: diva2:22014
Available from: 2006-10-05 Created: 2006-10-05

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