Doften av maskulinitet och femininitet: Könsstereotyper i parfymens värld. En semiotisk analys av genusrepresentationer i lyxparfymreklam

Abstract

Executive summary The purpose of this thesis is to analyze how gender roles are presented in several luxury perfume advertisements through the use of symbols and signs. The study aims to uncover how these advertisements potentially reinforce, reproduce or challenge traditional gender stereotypes. This will provide insight into the underlying deeper messages and ideals these advertisements communicate to consumers. These messages significantly influence and shape social perceptions of gender as well as individuals’ self-images. Using a semiotic analysis method, the analysis focuses on three luxury perfume brands: Dior, Yves Saint Laurent and Burberry. Both male and female-targeted advertisements from these brands were analyzed through denotative and connotative methods, examining the roles of setting, actors, objects, composition, text and colors in conveying gender stereotypical messages. The research questions include: 1. Does the environment in the advertisements convey gender stereotypical messages, and if so, how? 2. Do the actors and objects in the advertisements convey and portray gender stereotypical messages, and if so, how? 3. Does the composition of the advertisement convey gender stereotypical messages, and if so, how? 4. Do the text and colors in the advertisement convey gender stereotypical messages, and if so, how? The results of the analysis demonstrate that female-targeted advertisements tend to emphasize elegance, sensuality and beauty, portraying women in ways that align with the theory of the “male gaze”. Meanwhile male-targeted advertisements often focus on traits like strength, independence and dominance, which are typically associated with traditional masculinity. These patterns clearly align with traditional societal expectations of femininity and masculinity, although there is some variation in how these gender roles are portrayed. While some advertisements attempt to challenge traditional gender roles, they often end up still reinforcing established stereotypes