This Diploma Thesis discusses the marketing communication of the company C-FILTER FITRY, s.r.o. which distributes filters and related services. This project analyses the current situation and weaknesses of the company and looks for ways to improve its promotion in order to increase the company´s revenue.

This study examines two norm-breaking advertising campaigns. Through a sociosemiotic multimodal analysis I have examined a selection of advertising images from two norm-breaking campaigns: Försvarsmakten’s campaign Kom som du är and Arbetsförmedlingen’s campaignGör plats. The purpose of this study was to create a deeper understanding of how norm-breaking advertisement uses verbal and visual resources to affect attitudes and prejudices. To answer this purpose, the study has been based on the following questions: How are prominent participants constructed in norm-breaking advertising? How does image and text interact in order to change attitudes and prejudices? How does the presentation of the prominent participants in the advertising images relate to the overall purpose of the campaign? The result of this study indicates that there are patterns regarding how verbal and visual resources are used in the analyzed norm-breaking advertising images. The overall result shows that how the participants are portrayed makes the advertising images both demanding, contact- creating and engaging. Text and image interact in such a way that they both strengthen and complement each other and together they express demands that point toward a desired attitude and social change. The advertising images contains different people represented in a non- stereotyped way which relates well to the overall purpose of the campaigns.

Cette recherche a pour objectif d’examiner l’influence de la présence, dans des annonces presse, d’un personnage, d’un visage ou de la direction d’un regard sur l’attention portée à cette annonce ainsi que sur la mémorisation et les évaluations de cette annonce. Afin d’éprouver nos hypothèses quatre expérimentations ont été menées. Dans l’une d’entre elles un système eye-tracking a été utilisé permettant de mieux cerner les processus attentionnels. Pour nous rapprocher des conditions d’exposition habituelles à la publicité, les annonces presse ont été dissimulées dans un magazine fictif. Les résultats obtenus montrent que la présence du personnage ou du visage (versus leur absence), ainsi que le regard dirigé vers le produit (versus le regard dirigé vers l’observateur), exercent une influence sur l’attention portée à l’annonce, la mémorisation de son contenu et son évaluation. / This research aims to examine the influence of the presence in a print advertisement of a character, a face or a gaze direction (gaze directed toward the product versus gaze directed toward the observer) on attention toward the advertisement, the memorization and the evaluation of the advertisement content. To test our hypotheses, four experiments were conducted. In one of these experiments an eye-tracker has been used to better measure attentional processes. In order to approach the ordinary conditions of exposure to advertising, print advertisements were inserted in a fictive magazine (folder test procedure). The results show that the presence of the character or the face (versus their absence) and the gaze directed toward the product (versus gaze directed toward the observer) improve the attention toward the advertisement, the memorization and the assessment of advertisement content.

Augmented Reality är en teknik för att förstärka verkligheten, där digitala objekt placeras framför bilder eller liknande genom att använda kameran på den mobila enhet. Eftersom det finns flera olika metoder att använda Augmented Reality-tekniken har undersökningar och efterforskningar inom området gjorts. Ett exempel på ett område där denna teknik går att använda är reklam. Reklam är något som alla dagligen möts av, men oftast kan ses som tråkiga eller är något många inte lägger märke till. Genom en Augmented Reality prototyp kan användaren registrera respektive mönster eller tal och hämta nödvändig data från en databas. Sedan skapas en interaktiv händelse som visar informationen på ett unikt sätt, där alla, även de funktionshindrade kan ta del av den information de oftast saknar. Denna interaktiva händelse ger även liv till de tidigare tråkiga reklam- eller informationsaffischer. Resultatet av rapporten är en prototyp på mobila plattformen Android som använder Augmented Reality-tekniken och har många funktioner. Den kan acceptera röstigenkänning för att registrera det som talas in och utifrån specifika nyckelord kan prototypen ge information om nyckelordet. Testningen av denna prototyp visar att många är positiva i användningen av prototypen och ser det som ett intressant sätt att få ut informationen. Personerna som har testat prototypen kan tänka sig att använda prototypen själva för att få ut sin egna reklam på ett unikt och lockande sätt. / Augmented Reality is a technology where an object is introduced in front of a picture or a similar media using the camera on a mobile device. There are several different ways to use the Augmented Reality technology, research in the field has therefore been made. An example of an area where the technology can be used is advertisement. Since advertisement is something everyone is confronted with daily, but usually the advertisement can be seen as boring or is something many do not even notice. Through a Augmented Reality prototype, users can register both patterns and speech and get the required data from a database. It can create an interactive event that displays the information in a unique way, where everyone, even people with disabilities can take part of the information they usually can not take part of. This interactive event gives life to the previously tedious advertisement or information posters. The result of the report is a prototype on the mobile platform Android using Augmented Reality technology and the prototype has many features. It can use voice recognition and keywords to access additional information about the keyword. The testing of this prototype shows that many are in favour of the use of the prototype and they see it as an interesting way to get the information. That is why they are willing use the application themselves to get their own advertising in a unique and appealing way.

This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.

I denna studie presenteras forskning om varumärkesbyggande genom reklamfilm. Syftet är att undersöka hur Försvarsmakten genom sina reklamfilmer arbetar med varumärkesbyggande för att rekrytera medarbetare. Efter återinförandet av värnplikten år 2017 lanserade Försvarsmakten ett flertal reklamkampanjer. För att behandla syftet har en forskningsfråga utformats och med hjälp av ett kvalitativt angreppssätt har det insamlade empiriska materialet analyserats. Detta i form av en innehållsanalys på tre reklamfilmer från kampanjerna. Analysen grundar sig i teorier gällande kommunikation och varumärkesbyggande. Reklamfilmerna tolkas utifrån semiotik och retorik för att sedan kopplas till hur Försvarsmakten bygger sitt varumärke. Resultatet i denna studie visar att Försvarsmaktens reklamfilmer primärt fokuserar på att skapa en positiv helhetsbild av varumärket istället för att endast rekrytera personal. Utifrån analysen framställs organisationen som jämställd, modern och inkluderande vilket är associationer som är nya för Försvarsmakten. Positiva associationer bidrar till ett attraktivt varumärke som kan leda till att målgruppen söker sig till organisationen. För att effektivisera organisationens rekryteringsprocess bör de trycka hårdare på de fördelar som arbetet innefattar. Denna studie bidrar med en viss förståelse för betydelsen av ett starkt varumärke oavsett vad syftet med marknadsföringen är. För att få mer kunskap om varumärkesbyggande i Försvarsmaktens reklamfilmer rekommenderas framtida forskning gällande vad som lockar rekryter att söka sig till Försvarsmakten. / This study presents research on branding through commercials. The purpose is to investigate how the Swedish Armed Forces work with branding in their commercials to recruit employees. Following the reintroduction of military service in 2017, the Swedish Armed Forces launched a number of advertising campaigns. In order to address the purpose of the study, a research question has been designed and, using a qualitative approach, the collected empirical material has been analyzed. This has been done in form of a content analysis of three commercials from the campaigns. The analysis is based on theories of Branding and communication. The commercials are analyzed on the basis of semiotic and rhetoric theories and thereafter to how the Swedish Armed Forces build their brand. The results of the study shows that the Swedish Armed Forces’ commercials primarily focuses on creating a positive image of the brand rather than just recruiting. Based on the analysis the organization is presented as equal, modern and inclusive, which are associations that are new to the Armed Forces’. Positive associations contribute to an attractive brand image that can lead to the target group applying to the organization. In order to make the recruitment process in the organization more efficient, they should focus more on highlighting the benefits of working there. This study contributes to an understanding of the importance of a strong brand regardless the purpose of the marketing. In order to gain more knowledge about brand building in the Armed Forces commercials, it is recommended to do future research on what actually attracts recruits to apply to join the Armed Forces. The study is written in Swedish.

The purpose of this bachelor thesis is to investigate how an ideal job applicant is described when searching real estate janitors and real estate managers in job advertising using a Swedish linguistic perspective. This is achieved by looking at how the model reader is constructed i.e. if the ways to describe the two occupational groups differ, if the descriptions tend to include or exclude groups of applicants, and if and how a relationship is created between the employer and the recipient and if so what kind of relationship. The material consists of ten job advertisements where the employer is looking for real estate janitors and ten job advertisements where the employer is looking for real estate managers. The choice of method for the study is systemic functional grammar, critical discourse analysis and gender coding. Theoretically I also start from the systemic functional grammar and the critical discourse analysis, though with an emancipatory approach. The descriptions of the dream candidates that is created in the ads differ between the two occupations. Real estate janitor is a job which requires more practical skills, while the job as a manager requires more theoretical skills. The ideal real estate janitor has equal numbers of masculine and feminine qualities. The dream candidate is self-propelled, service-oriented and is able to plan the working day in an efficient way. Since the employer seems to have a dominant attitude towards the janitor their relationship tends to not be very close. The ideal dream candidate created for real estate managers is also very self-sufficient, but he or she also has a strong internal drive and likes to run projects in combination with a strong sense of responsibility. The ideal real estate manager has a little more feminine than masculine qualities. The relationship between the employer and the ideal real estate manager is more symmetrical than the relationship that is constructed with the ideal real estate manager.

This thesis examines the relationship between booksellers, medicine for sexually transmitted diseases, and advertising in eighteenth-century London. The analysis is based on trade cards, prints and advertisement in newspapers and periodicals. The results of the thesis show that booksellers were an active part of the medical marketplace and came to influence the sale of patent medicine in both the capital and in other parts of England during the eighteenth century. The study thus shows that booksellers had a much more important role in the English medical marketplace than previous research has shown. Sex and sexually transmitted diseases regularly featured in advertisement, demonstrating that both sex and sexually transmitted diseases were part of everyday life in eighteenth century London. / I den här uppsatsen undersöks förhållandet mellan bokhandlare, medicin mot könsjukdomar och reklam i 1700-talets London. Analysen baseras på handelskort, tryck och reklam i tid- ningar och tidskrifter. Resultatet av undersökningen visar att bokhandlare var en aktiv del av den medicinska marknaden och kom att påverka försäljningen av patenterad medicine i både huvudstaden och i andra delar av England under 1700-talet. Studien visar därmed att bok- handlare hade en mycket viktigare roll i den engelska medicinska marknaden än vad tidigare forskning har visat. Sex och könssjukdomar förekom regelbundet i reklamen från London och demonstrerar att både sex och könssjukdomar var en del av vardagen i 1700-talets London.

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Denna studie undersöker effekten av designelement samt strategier och dess påverkan av klickfrekvensen (CTR) på Instagram bland unga vuxna med ett intresse för teknik. Genom att använda både kvantitativa enkäter och kvalitativa fokusgrupper, baserade på tidigare forskning och teori inom digital marknadsföring, klickfrekvens, personanpassning, designelement samt strategier, syftar studien till att identifiera vilka designelement och strategier som kan öka användarens engagemang och därmed klickfrekvensen. Resultaten från studien bekräftar att annonser som är noggrant anpassade med fokus på visuella och interaktiva element som färgsättning, layout, text och dynamiskt innehåll, i betydande grad förbättrar användarinteraktionen. Även om studien bekräftar att välutformade, personanpassade annonser är kritiska för framgångsrik digital marknadsföring riktad mot unga vuxna med tekniskt intresse, lyfter den även fram hur avgörande noggrann analys av användardata och beteendemönster är för att optimera annonsernas effektivitet. Slutsatsen drar att personanpassade och visuellt tilltalande Instagram-annonser spelar en avgörande roll i att locka och engagera denna målgrupp trots deras begränsning. / This study looks at how elements of design and strategies affect the click-through rate (CTR) on Instagram for young adults interested in technology. Using both quantitative surveys and qualitative focus groups, based on previous research in digital marketing, click-through rates, personalization, strategies and design elements, the aim is to find out which strategies and design elements increase user engagement and click-through rates. The results show that ads tailored with visual and interactive features like color schemes, layout, text, and dynamic content greatly improve user interaction. The study confirms that well-designed, personalized ads are essential for effective digital marketing targeted at young adults with a tech interest. It also emphasizes the importance of analyzing user data and behavior patterns to make ads more effective. The conclusion is that personalized and visually appealing Instagram ads are key to attracting and engaging this audience, despite some limitations.