Alla barn är lika mycket värda : En kvalitativ studie om hur barn framställs i KappAhls reklamfilmer

• Main Author: Lindqvist, Hanna
• Format: Others
• Language: Swedish
• Published: Umeå universitet, Institutionen för kultur- och medievetenskaper 2015
• Subjects: KappAhl; Kids; Gender; Stereotyps; Commercials; Photo interpretation; Clothes colours; Children commercials; Clothes; Binary oppositions; Connotativ; Denotativ; Ethnicity
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-99068

I have written an essay called ”All children are equally worth - A qualitative analysis of how children are produced in KappAhls commercials”. The purpose of this thesis is to do a study of the swedish clothing company KappAhl’s commercials. My purpose is divided into three questions: With which clothing colours are girls and boys represented in the commercials? Is there any difference in the making of ”non-white” and ”white” children in the commercials? and What is being transmitted in KappAhl’s commercials, where the focus should lay on the clothes? My material consists of three selected video clips from KappAhl’s Youtube channel. The three commercials are named: 1, Back to school, 2, Children’s christmas and 3, KappAhl 3 för 2 på alla överdelar för barn (translation: KappAhl 3 for 2 on all children’s tops). I have chosen to use photo interpretation with denotation and connotation as the main tools and also qualitative analysis as methods in my review of the material. The main theoretical base in my thesis is gender theory, while, for instance, stereotypes, binary oppositions and ethnicity are concepts chosen in hope to reach a deeper analytical level. I have also analyzed these commercials through the colours on the children’s clothes, the way the children are dressed and the settings around them. Through the analysis I have come to the conclusion that the children are dressed quite alike, in similar colors. But the girls are often dressed in colors that we find ”neutral” on girls, but if the boys would wear the colors that we find "neutral" on girls, we would see them as boyish. The boys would never wear colours that would seem ”neutral” on them, but in the general eye of society these colours would be seen as girl colors. The biggest difference I found in the commercials between ”non-white” and ”white” was that the ”white” younger boys were mystified through hats and hooded sweatshirts, and the ”non-white” boy, and the ”non-white” grown-up men were all themself with no assecceories trying to mystify them.