{"id":102,"date":"2022-01-10T15:18:28","date_gmt":"2022-01-10T14:18:28","guid":{"rendered":"https:\/\/wpmu.mau.se\/mkvexit\/?p=102"},"modified":"2022-01-12T14:47:57","modified_gmt":"2022-01-12T13:47:57","slug":"lets-gillette-venus-embrace-the-male-gaze","status":"publish","type":"post","link":"https:\/\/wpmu.mau.se\/mkvexit\/?p=102","title":{"rendered":"Let&#8217;s Gillette Venus Embrace\u2122 the Male Gaze!"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\r\n\n<p>Jag heter Alicia Wahlqvist och under den femte terminen p\u00e5 Medie- och Kommunikationsvetenskapsprogrammet p\u00e5 Malm\u00f6 Universitet studerade jag Gillette Venus reklamfilmer. Detta i syfte att analysera hur kvinnors kroppsh\u00e5r konstrueras diskursivt. I min unders\u00f6kning valde jag ut fyra stycken reklamfilmer: &#8220;Gillette Venus Disposable Razor&#8221; (2005), &#8220;Venus Embrace&#8221; (2010), &#8220;#UseYourAnd&#8221; (2015) och &#8220;My Skin. My Way. Stories: Ofey\u201d (2021). Dessa reklamfilmer analyserade jag utifr\u00e5n en multimodal kritisk diskursanalys. Resultatet fr\u00e5n denna studie var att Gillette Venus skildrar kvinnors kroppsh\u00e5r p\u00e5 ett problematiskt s\u00e4tt, d\u00e5 det presenteras som n\u00e5got som kvinnor m\u00e5ste bli av med f\u00f6r att anses vara feminina och attraktiva. S\u00e4rskilt m\u00e4rkbart \u00e4r den \u00f6kade anv\u00e4ndningen av <em>femvertising<\/em> i reklamerna fr\u00e5n 2015 och 2021 (&#8216;femvertising&#8217; kan kort definieras som en marknadsf\u00f6ringstrategi som anv\u00e4nder feminism i syfte att s\u00e4lja produkter).<\/p>\n\n\n\n<p>D\u00e4rf\u00f6r valde jag att gestalta denna problematik genom fyra reklambilder som ska visa det &#8220;sanna budskapet&#8221; bakom Gillette Venus reklamer. Ut\u00f6ver detta ville jag belysa hur skildringen av kvinnors kroppsh\u00e5r i dessa reklamer har f\u00f6r\u00e4ndrats genom \u00e5ren. Allt detta ledde mig till att f\u00f6rs\u00f6ka producera reklambilder som efterliknade Gillette Venus marknadsf\u00f6ring: i allt fr\u00e5n bildval till typsnitt och komposition. Jag ville att mina reklambilder skulle vara sv\u00e5ra att urskilja fr\u00e5n riktiga reklambilder, d\u00e4rav blir det en \u00f6verraskande kontrast n\u00e4r man l\u00e4ser texten p\u00e5 affischerna. Samtliga texter \u00e4r reflektiva av resultatet fr\u00e5n min analys p\u00e5 de individuella reklamfilmerna. <\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:47% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-724x1024.jpg\" alt=\"\" class=\"wp-image-103 size-full\" srcset=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-724x1024.jpg 724w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-212x300.jpg 212w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-768x1086.jpg 768w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-1086x1536.jpg 1086w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-1448x2048.jpg 1448w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-177x250.jpg 177w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2005-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-headings-color has-text-color\" style=\"font-size:18px\"><em><em>Satirisk r<\/em>eklambild inspirerad<\/em> <em>av &#8220;Gillette Venus Disposable Razor&#8221; (2005)<\/em><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 48%\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-724x1024.jpeg\" alt=\"\" class=\"wp-image-105 size-full\" srcset=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-724x1024.jpeg 724w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-212x300.jpeg 212w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-768x1086.jpeg 768w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-1086x1536.jpeg 1086w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-1448x2048.jpeg 1448w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-177x250.jpeg 177w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/image-scaled.jpeg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-headings-color has-text-color\" style=\"font-size:21px\"><em>Satirisk reklambild inspirerad av &#8220;Venus Embrace&#8221; (2010)<\/em><\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:57% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2015-1024x724.jpg\" alt=\"\" class=\"wp-image-106 size-full\" srcset=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2015-1024x724.jpg 1024w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2015-300x212.jpg 300w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2015-768x543.jpg 768w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2015-1536x1086.jpg 1536w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2015-2048x1448.jpg 2048w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2015-354x250.jpg 354w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-headings-color has-text-color\" style=\"font-size:18px\"><em>Satirisk reklambild inspirerad av &#8220;#UseYourAnd&#8221; (2015)<\/em><\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-724x1024.jpg\" alt=\"\" class=\"wp-image-107 size-full\" srcset=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-724x1024.jpg 724w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-212x300.jpg 212w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-768x1086.jpg 768w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-1086x1536.jpg 1086w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-1448x2048.jpg 1448w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-177x250.jpg 177w, https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/2021-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-headings-color has-text-color\" style=\"font-size:17px\"><em>Satirisk reklambild inspirerad av &#8220;My Skin. My Way. Stories: Ofey\u201d (2021)<\/em><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-file\"><a href=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/akademisk-poster-1.png\"><strong>Akademisk Poster<\/strong><\/a><a href=\"https:\/\/wpmu.mau.se\/mkvexit\/wp-content\/uploads\/sites\/63\/2022\/01\/akademisk-poster-1.png\" class=\"wp-block-file__button\" download>Download<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Jag heter Alicia Wahlqvist och under den femte terminen p\u00e5 Medie- och Kommunikationsvetenskapsprogrammet p\u00e5 Malm\u00f6 Universitet studerade jag Gillette Venus reklamfilmer. Detta i syfte att analysera hur kvinnors kroppsh\u00e5r konstrueras diskursivt. I min unders\u00f6kning valde jag &hellip;<\/p>\n","protected":false},"author":331,"featured_media":103,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,11],"tags":[28,29,30,27],"class_list":["post-102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5","category-graphic-design-interaction-design","tag-beauty-standards","tag-feminism","tag-gillette-venus","tag-shaving"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Let&#039;s Gillette Venus Embrace\u2122 the Male Gaze! - K3 MKV Exit<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/wpmu.mau.se\/mkvexit\/?p=102\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Let&#039;s Gillette Venus Embrace\u2122 the Male Gaze! - K3 MKV Exit\" \/>\r\n<meta property=\"og:description\" content=\"Jag heter Alicia Wahlqvist och under den femte terminen p\u00e5 Medie- och Kommunikationsvetenskapsprogrammet p\u00e5 Malm\u00f6 Universitet studerade jag Gillette Venus reklamfilmer. Detta i syfte att analysera hur kvinnors kroppsh\u00e5r konstrueras diskursivt. 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