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GENDER-STEREOTYPES, FOOD AND ADVERTISING. An Analysis of Gender-role Portrayal and Gendered Language in Japanese Video Commercials


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Title: GENDER-STEREOTYPES, FOOD AND ADVERTISING. An Analysis of Gender-role Portrayal and Gendered Language in Japanese Video Commercials
Authors: Sjöberg, Niklas
Issue Date: 9-Jun-2020
Degree: Student essay
Series/Report no.: SPL magisteruppsatser, SIK, japanska
SPL 2020-005
Keywords: SIK
japanska
Japanese
Gender
Stereotypes
advertising
language
Abstract: This thesis aims to investigate Japanese gender stereotypes through the analysis of gender role portrayals in video commercials of the product category food and cooking, as well as by observing the use of gender specific language by the characters of the commercials. This is done through a combined quantitative and qualitative analysis of 115 commercials collected from online sources. The commercials are categorized based on the variables of prominent- and assisting character gender and roles, p... more
URI: http://hdl.handle.net/2077/64659
Appears in Collections:Magisteruppsatser/Institutionen för språk och litteraturer

 

 

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