Car-commercials are something that many people come in contact with on a daily basis. This is a study on commercials for cars and is focusing on visual effects that are made in post-production. In this report we are trying to find out if and how visual effects in commercials for cars affect how the observer remembers them. The second subjects that we use in this report is popularity and we try to find out if and in that case how visual effects affect the commercials for cars popularity. We also investigated how frequently commercials for cars are showed on TV and how the visual effects are in them, it gives a better foundation to the other parts. The methods we applied were interviews, quantitative and qualitative content analysis of car commercials and also observation analysis of the 6 swedish TV-channels that shows commercials and have the most viewers, to get an idea how frequently these commercials are shown. The commercials that were applied in this paper was from late 2011 to early 2012. Interviews were made with people from the ages 16 to 76 years old with an equal distribution of sexes. We used 4 different commercials for cars in our interviews with 4 different degrees of the amount of visual effects. We analyzed 6 Swedish TV-channels that show commercials and that have the most viewers to get an idea about how frequently commercials for car are shown. The result of our research showed us that there was no connection between visual effects and popularity and that a larger amount of visual effects can increase the observers tendency to remember a commercial with 15 percentage. Most commercials from the studied period was without visual effects and 13,3% had a larger amount of visual effects

Hur bidrar reklamfilmer till att producera och reproducera klimatdiskurser i samhället? Genom att undersöka tre svenska reklamfilmer som marknadsför elbilar syftar studien till att öka förståelsen för hur reklam samspelar med allmänhetens åsikter om miljöfrågor. De aktuella bilmärkena är Kia, Volkswagen och Volvo. Utifrån teoretiska perspektiv om grön kapitalism, gröna utopier och industriell fatalism strävar studien efter att avslöja de diskurser som är aktuella i reklamfilmerna, samt att avslöja de strategier som fordonsindustrin använder för att positionera elbilar som lösning på klimatkrisen. Studien använder en kritisk multimodal diskursanalys för att analysera reklamfilmernas visuella, auditiva och textuella element. Resultaten erbjuder värdefulla insikter för marknadsförare, beslutsfattare och forskare som är intresserade av samspelet mellan reklam och hållbara diskurser, samt bidrar till fältet för miljökommunikation. / How do commercials contribute to producing and reproducing climate discourses in society? By examining three Swedish commercials that market electric cars, the study aims to increase the understanding of how advertising interacts with the public's views on environmental issues. The car brands are Kia, Volkswagen and Volvo. Based on theoretical perspectives on green capitalism, green utopias and industrial fatalism, the study aims to reveal the discourses that are embedded in the commercials, as well as to reveal the strategies that the automotive industry uses to position electric cars as a solution to the climate crisis. The study uses a critical multimodal discourse analysis to analyze the commercials' visual, auditory and textual elements. The results offer valuable insights for marketers, policy makers and researchers interested in the interplay between advertising and sustainability discourses, as well as contributing to the field of environmental communication.