Commercials effect norms and much more, but how does the individual abide to these normativeperceptions in Swedish media? The norm is only first identified when it differs from what is not the norm. Therefor knowledge surrounding the commercials influential power on individuals is needed. The purpose of this study is to examine how diversity in society can be mirrored in campaign posters in subway stations. The starting point is to apply a linguistic perspective to be able to analyze how written text and image can express meaning through a sociosemiotic multimodal analysis from the interpersonalmeta-function. The material consists of four campaign posters and each poster is analyzed as a whole. If needed the individuals or parts being displayed in the poster will be analyzed as well. The chosen campaign posters are: 1177 hjälper dygnet runt, Många har många frågor, GÖR PLATS! and Julstök.