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“PERIODS ARE NORMAL. SHOWING THEM SHOULD BE TOO.”: - En receptionsstudie på Libresse reklamfilm ”Blood Normal”
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
“PERIODS ARE NORMAL. SHOWING THEM SHOULD BE TOO.” : - A reception studie on Libresse commercial "Blood Normal" (English)
Abstract [en]

Libresse campaign #Bloodnormal aims to raise awareness about periods as a taboo subject. Similar to how Libresse is trying to make a change, more and more companies are starting to create norm breaking content. The question is how the public see these commercials. Do they think it is a method to get more brand authenticity or do they think it will make a real change?

This study aims to investigate how young, female students experiences and discuss Libresse commercial “Blood Normal”. It will mainly focus on menstrual norms and the brand Libresse.

To examine this we have used a reception method with qualitative interviews. By showing the respondents the film “Blood Normal” and later asking them questions, the method made it possible for us to see how the students interpret the film, the menstrual norms and the brand.

The theoretical framework for this study is based on taboos, myths, studies on media effects and encoding/decoding. These theories helped us distinguish how the female students interacted and related to “Blood Normal”. By adding theories about legitimacy and corporate social responsibility we furthered examined how Libresse communicates and creates a relationship with their audience to strengthen their brand.

The analysis showed that the respondents experienced menstruation as socially unacceptable in certain situations. They explained that “Blood normal” showed scenes that both mirrored and differed from their own experience of menstruation. It was also clear that they found the norm breaking content positive, which for the majority led to a higher trust in the brand. An important question for the respondents was that Libresse stood up for women, which could show that Libresse have a good knowledge about their target group. The commercials biggest effect on the respondents was in the end a bigger discussion about menstrual taboos, which for the majority also contributed to a higher trust for the brand.

Place, publisher, year, edition, pages
2018. , p. 46
Keywords [sv]
Blood normal, Libresse, receptionsstudie, media, kommunikation
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146649OAI: oai:DiVA.org:umu-146649DiVA, id: diva2:1197869
Educational program
Programme in Media and Communication Studies: Strategic Communication
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Available from: 2018-04-17 Created: 2018-04-15 Last updated: 2018-04-17Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf