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Social identities offered in Swedish magazine advertising
Stockholm University, Faculty of Humanities, Department of Scandinavian Languages.
2007 (English)In: Critical discourse analysis of media texts, Universitat de València, València , 2007, 234-244 p.Chapter in book (Refereed)
Abstract [en]

The consumer culture of late modernity, the gender system, and the concept of the model reader are taken as points of departure for the analysis of identities offered in Swedish magazine ads. The model readers are regarded as socially motivated identities that are offered to the empirical readers of the ads. On the one hand, the model readers are treated as textual realisations of the consumer culture and the gender system and, on the other, as varying with respect to target group. The multimodal textual composition of the ads as well as ideational and interpersonal meanings are analysed along with intertextual and interdiscursive relations.

One major result is that the model readers in the ads with male target groups tend to be already active, successful and leadership-oriented, whereas model readers in ads with female target groups tend to be more passive, and need the product to adjust or improve themselves.

Place, publisher, year, edition, pages
Universitat de València, València , 2007. 234-244 p.
Keyword [en]
advertising, consumer culture, gender system, model reader, multimodality
URN: urn:nbn:se:su:diva-21812ISBN: 978-84-370-6872-5OAI: diva2:188339
Available from: 2007-12-14 Created: 2007-12-14Bibliographically approved

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Björkvall, Anders
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