<p>Title: ”Du kommer väl ihåg hur det var att gå i skolan?” – En visuell retorikanalys av fem av Friends antimobbningsfilmer</p><p>Number of pages: 75</p><p>Authors: Radhika Bhasin and Christoffer Orre</p><p>Tutor: Marinette Fogde and Gudrun Weiner</p><p>Course: Communication, Advanced Course</p><p>Period: Spring 2007</p><p>University: Division of Media and Communication, Department of Humanistic Science, Örebro University</p><p>Purpose/Aim: The purpose with this essay is to examine in what ways the Swedish organisation Friends advertising films against bullying rhetorically and visual rhetorically intend to convince their audience of their message.</p><p>Material/Method: We have been studying five of Friends advertising films against bullying. The five films were chosen because they all originated from the same campaign against bullying amongst schoolchildren. The methods used were partly rhetoric analysis and partly visual rhetoric analysis.</p><p>Main results: The conclusion we can draw from this study is that Friends anti-bullying films uses several rhetoric methods, both classic and visual, to convince their audience. Occurrence of pathos (emotions) arguments as convincing method was most commonly used, followed by ethos (sender trust) and only a few logos (fact) arguments. These arguments combined with a strong evidentia and style figures such as metaphors and metonyms concluded in the assume that the films at least fulfilled their purpose to inform the audience about the anti-bullying message in an appealing way. However if the films resulted in any behaviouristic changes we can not say.</p>

<p>Purpose/ Aim: The purpose is to study how receivers create meaning from celebrities in commercials. The purpose is also to find out if individuals identify with celebrities and if this is depending on a person’s age.</p><p>Material/ Method: Qualitative research method based upon focus group interviews with three different age groups and on litterature.</p><p>Main results: The study shows that recievers create meaning from and identify themselves with celebrities in different ways depending upon wich age group they are a part of. Individuals who are between the ages of 15 to 18 are inclined to be inspired in clothing and food choices. 25 to 30-yearolds are sometimes inspired by celebrities’ clothes but when it comes to the forming of their identity they look to their peers. Individuals who are 35 to 45 are generally not inspired nor do they identify themselves with celebrities. This does not however make them unaffected by commercials with celebrities. Celebrities draw attention to themselves and by appearing in an advertisement they fulfill it’s objective wich is to make people watch and be, directly or indirectly, affected by it.</p>

<p>ABSTRACT</p><p>Titel: “Some kids really love those commercials” -A study of how children experience and construe commercials. (Vissa barn älskar faktiskt sånna dära TV-reklamer” – En övergripande studie om hur barn upplever och tolkar tv-reklam.)</p><p>Number of pages: 40</p><p>Author: Lotta Norberg</p><p>Tutor: Amelie Hössjer</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn term 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/Aim: The aim of this essay is to make a study of how children experience and construe commercials. Key questions to be answered are; can children distinguish commercials from TV programmes? What do the children think of commercials? How do they watch commercials? What do they think about a ban against commercials directed to children? Do they understand the purpose of commercials? Do their buying habits change?</p><p>Material/Method: A qualitative method with 18 interviews and 3 observations with 7, 9 and 11 year old children.</p><p>Main results: The children in my study can distinguish commercials from TV programs. What they think about commercials and how they watch commercials depend on their stage of development and from previous experience. The younger children do not understand the purpose of commercials, they think it is funny to watch them and important so they know what to buy. Most of the 9- and 11 year olds understand that the companies want to sell their products.</p><p>Keywords: Children, commercials, attitudes, experience, holistic view, socialization, consumer, development.</p>

Purpose/ Aim: The purpose is to study how receivers create meaning from celebrities in commercials. The purpose is also to find out if individuals identify with celebrities and if this is depending on a person’s age. Material/ Method: Qualitative research method based upon focus group interviews with three different age groups and on litterature. Main results: The study shows that recievers create meaning from and identify themselves with celebrities in different ways depending upon wich age group they are a part of. Individuals who are between the ages of 15 to 18 are inclined to be inspired in clothing and food choices. 25 to 30-yearolds are sometimes inspired by celebrities’ clothes but when it comes to the forming of their identity they look to their peers. Individuals who are 35 to 45 are generally not inspired nor do they identify themselves with celebrities. This does not however make them unaffected by commercials with celebrities. Celebrities draw attention to themselves and by appearing in an advertisement they fulfill it’s objective wich is to make people watch and be, directly or indirectly, affected by it.

Title: ”Du kommer väl ihåg hur det var att gå i skolan?” – En visuell retorikanalys av fem av Friends antimobbningsfilmer Number of pages: 75 Authors: Radhika Bhasin and Christoffer Orre Tutor: Marinette Fogde and Gudrun Weiner Course: Communication, Advanced Course Period: Spring 2007 University: Division of Media and Communication, Department of Humanistic Science, Örebro University Purpose/Aim: The purpose with this essay is to examine in what ways the Swedish organisation Friends advertising films against bullying rhetorically and visual rhetorically intend to convince their audience of their message. Material/Method: We have been studying five of Friends advertising films against bullying. The five films were chosen because they all originated from the same campaign against bullying amongst schoolchildren. The methods used were partly rhetoric analysis and partly visual rhetoric analysis. Main results: The conclusion we can draw from this study is that Friends anti-bullying films uses several rhetoric methods, both classic and visual, to convince their audience. Occurrence of pathos (emotions) arguments as convincing method was most commonly used, followed by ethos (sender trust) and only a few logos (fact) arguments. These arguments combined with a strong evidentia and style figures such as metaphors and metonyms concluded in the assume that the films at least fulfilled their purpose to inform the audience about the anti-bullying message in an appealing way. However if the films resulted in any behaviouristic changes we can not say.

ABSTRACT Titel: “Some kids really love those commercials” -A study of how children experience and construe commercials. (Vissa barn älskar faktiskt sånna dära TV-reklamer” – En övergripande studie om hur barn upplever och tolkar tv-reklam.) Number of pages: 40 Author: Lotta Norberg Tutor: Amelie Hössjer Course: Media and Communication Studies C Period: Autumn term 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: The aim of this essay is to make a study of how children experience and construe commercials. Key questions to be answered are; can children distinguish commercials from TV programmes? What do the children think of commercials? How do they watch commercials? What do they think about a ban against commercials directed to children? Do they understand the purpose of commercials? Do their buying habits change? Material/Method: A qualitative method with 18 interviews and 3 observations with 7, 9 and 11 year old children. Main results: The children in my study can distinguish commercials from TV programs. What they think about commercials and how they watch commercials depend on their stage of development and from previous experience. The younger children do not understand the purpose of commercials, they think it is funny to watch them and important so they know what to buy. Most of the 9- and 11 year olds understand that the companies want to sell their products. Keywords: Children, commercials, attitudes, experience, holistic view, socialization, consumer, development.

Reklam för olika produkter och organisationer möter oss varje dag bland annat genom tidningar, radio, TV eller på vägen till jobbet. De TV-sända reklamfilmerna som avbryter i lördagsfilmen eller under nyhetssändningen är till för att påverka oss TV-tittare. Vi har i denna studie valt att undersöka vilka likheter och skillnader man ser i en jämförelse av två reklamfilmer från kommersiella företag och två från nonprofitorganisationer. Vi har som syfte att identifiera drag och linjer i filmerna som är likadana eller skiljer sig åt från de olika typerna av organisationer. Fenomenet vi vill undersöka är hur reklamfilmer från nonprofitorganisationer utformas och fungerar jämfört med reklamfilm från kommersiella företag. Detta kommer vi göra genom att dra slutsatser utifrån kvalitativa tolkningar kring likheter och skillnader i filmerna. Undersökningarna som denna uppsats baseras på kommer att utföras genom två kvalitativa studier på fyra reklamfilmer. Vi har här tittat på den djupare betydelsen ur TV-tittarens perspektiv och använt oss av en retorisk analys och en bildanalys i våra undersökningar. Resultaten vi kom fram till visar på en relativ likvärdighet hos reklamfilmerna från de olika organisationsgenrerna. Den stora skillnaden vi ser är att filmerna från nonprofitorganisationerna i större utsträckning väcker gemensamma känslor och associationer än vad de kommersiella filmerna gör. / We get in contact with advertising for different products and organizations all the time in our daily life. We face the marketing in newspapers, radio, television and on our way to work. The commercial breaks during movies and newscasts are affecting you and influence your behavior. In this thesis we are studying the differences and similarities between television advertising from nonprofit organizations and commercial companies. The purpose of the study is to identify outlines in the different films that are similar or special from the different genre of organizations. We want to dissect how television advertising from nonprofit organizations is designed and works compared to advertising from commercial companies. We are going to solve this out through conclusions on the basis of our own interpretation around the similarities and differences in the films. The surveys in this thesis are based upon two different qualitative studies on four television commercials. We have been studying the meaning and the significant aspects from the receivers’ point of view. The two surveys we have been using in our investigation are rhetorical and image analysis. The findings from the studies show upon a relatively equivalence between the commercials from the different type of organizations. The biggest difference between the television advertising from the two genres is the further use of common feelings and associations in the films from the nonprofit organizations.

Vad kännetecknar en bra röst? Denna studie syftar till att utröna huruvida det finns något i den akustiska talsignalen som kan säga något om vilken uppfattning lyssnaren bildar sig om talaren. I kommersiella sammanhang är sättet att förmedla viktigt för att ge lyssnaren rätt budskap och i detta är rösten ett viktigt redskap. Grunden till föreliggande studie var att låta en grupp lyssnare bedöma några olika röster samt att analysera rösterna akustiskt, varefter en jämförelse mellan resultat från lyssnarbedömning och akustisk analys gjordes. En kvinna och en man i grupperna professionella samt icke-professionella röstanvändare läste in en standardtext. Inspelningarna analyserades akustiskt och bedömdes perceptuellt av en lyssnargrupp, omfattande 10 individer utan röstprofessionell kompetens. En intervju genomfördes även med de två professionella röstanvändarna. Resultaten visar att olika akustiska parametrar hos de studerade kvinnornas respektive männens röster hade samband med lyssnarnas uppfattning om rösterna. Männens röster med ett lågt F0 skattades som intresseväckande och förtroendeingivande. Samma egenskaper hos kvinnorna samförekom med en stor variabilitet i F0. På grund av det begränsade urvalet kunde inga generella slutsatser om vad som kännetecknar en bra röst dras.  Intervjun gav att det i radioreklamsammanhang inte finns en ofelbar röst som kan anlitas till alla uppdrag, utan att olika rösttyper passar till olika sammanhang. / What makes a good voice? The present study seeks to determine whether there is something in the acoustic speech signal that may tell us something about how the listener perceives the speaker. In a commercial context, the way in which the message is constructed is important so the listener receives the message in the way the producer of the commercial intended. In this process the voice is an important tool. In the present study audio recordings were made of two professional and two non-professional voice users, one man and one woman in each group, reading a standard text. The recordings were analyzed acoustically and evaluated by a group of listeners. The results were summarized and compared. In addition, an interview was conducted with two professional speakers. Results of the analysis show that women's and men's voices differ in which acoustic parameters affect the listener's perception of the voice. A low mean F0 among men co-occured with the estimation of an interesting and trustful voice by the group of listeners. Among women, a high standard deviation of F0 was the parameter that co-occured with an estimate of an interesting and trustful voice. Due to the limited sample size, no general conclusions could be made. The answers from the interview indicated that there is no such thing as an infallible voice that can be hired for any assignment, but that different types of voices are suitable for different contexts.

Since its commencement, the radio industry has been facing challenges from new media such as TV and later, the Internet. Nowadays, radio is widely regarded as a traditional medium that is fading away. However, the audio-oriented media feature of radio endows itself with a unique niche that could not be replaced by other video media. That is why radio advertisements are especially favored by advertisers. This research applies the Elaboration Likelihood Model (ELM) to radio advertising research, aiming to deliberate the persuasion effect of radio advertisements, which would be one of the few advertising-related studies in our country recently. This research utilizes the experimental method, a 2 (strong or weak argument quality) by 2 (reliable or attractive communicator quality) between-subject factorial design. 160 participants were randomly assigned to 4 experimental conditions, each with different stimulus of experimental ads. In addition, this study considers the degree of involvement with the advertised product as the mediating variable. In this research, the results shows that high-involvement subjects are mainly influenced by the argument quality in the radio ads. When high-involvement subjects are exposed to ads with strong argument quality, better evaluations on the ads , brands, credibility and cognition are generated. In addition, in the research both high-involvement or low-involvement subjects are not obviously influenced by communicator quality factors. However, if the advertisement takes an approach combining strong argument quality with a reliable communicator, high-involvement subjects would generate better attitudinal evaluations on the ads and brands. It is interesting that the advertisement shows an attractive female, the males would generate higher evaluation on brands attitude, credibility, behavior intention about this advertisement.

<p><strong>Purpose:</strong></p><p>The purpose of the thesis is to, through an ethnographic case study, understand 20-25 year olds‘ multitasking habits when watching TV and to create a framework of the distractions identified for media consumption.</p><p><strong>Background:</strong></p><p>The changes in technology and the new possibilities of consuming media creates a need to understand how people in the ages of 20-25 consume media. Advertising on TV is, in Swe-den, the marketing channel that companies spend the largest amount of money on. Most of the statistics regarding viewing rates are collected in a way that might not give totally accu-rate picture of the actual TV viewing of the consumers. Therefore, it is necessary to do an in-depth study of the media consumption habits of this group.</p><p><strong>Method:</strong></p><p>The study will be conducted, through an ethnographic case study where the researchers ob-serve a sample of four people in the target group during 10 sessions. Each session will be two hours long, and during, the researchers will observe the group‘s media consumption habits when watching TV. The observers will also look at the multitasking habits of the group, what media and distractions are combined while watching TV.</p><p><strong>Conclusions:</strong></p><p>The researchers conclude that multitasking is a common occurrence in the target groups media consumption. The authors have identified four categories that distracts the viewer‘s focus from TV commercials. The first three are distractions being, social, media and non-media distractions. The fourth category is technical avoidance, where people tend to switch channels or mute the sound in order to avoid commercials. Further, an important factor af-fecting the level of multitasking was whether the TV viewing was planned or unplanned. It was observed that this had an effect on the level of commercial avoidance when watching TV. Finally, four different models have been created as a framework to help marketers un-derstand the consumers behavior.</p> / <p><strong>Syfte: </strong></p><p>Syftet med avhandlingen är att, genom en etnografisk fallstudie, förstå 20-25 åringars multi-tasking vanor när de tittar på TV och att modeller för distraktioner som identifierats för mediekonsumtion.</p><p><strong>Bakgrund: </strong></p><p>De tekniska förändringarna och de nya möjligheterna för på vilka sätt media kan konsume-ras skapar ett behov av att förstå hur människor i åldrarna 20-25 konsumerar media. Re-klam på TV är i Sverige den marknadsföringskanal som företagen spenderar mest pengar på. De mesta av statistiken om tittarsiffror samlas på ett sätt som inte kan ge helt korrekt bild av det faktiska TV-tittande för konsumenterna, och därför är det nödvändigt att göra en fördjupad studie av mediekonsumtion vanorna för denna grupp.</p><p><strong>Metod: </strong></p><p>Studien kommer att genomföras genom en etnografisk fallstudie, där forskarna observerar ett urval av fyra personer i målgruppen under 10 separata tillfällen i objektets hem. Detta för att skapa en så naturlig miljö som möjligt. Varje observation kommer att vara i två timmar och under dessa observationer kommer forskarna studera objektens mediekonsum-tion vanor när de tittar på TV. Författarna kommer även att observera gruppens multita-sking vanor under TV tittandet, tillsammans med vilka media och distraktioner som kom-bineras i detta sammanhang.</p><p><strong>Slutsats: </strong></p><p>Författarna drar slutsatsen att multitasking är en vanlig företeelse i målgruppens mediekon-sumtion. Fyra kategorier är identifierade som distraherar tittarens fokus från TV reklam. De tre första kategorierna distraktioner nämligen social, media och övriga distraktioner. Den fjärde kategorin är tekniska åtgärder för att undvika reklam. En viktig faktor som på-verkar nivån av multitasking var om TV-tittandet var planerat eller oplanerat, och det kon-staterades att detta hade inverkan på nivån av kommersiell undvikelse när de tittade på TV. Författarna har skapat fyra modeller som kan användas för att underlätta för marknadsföra-re att förstå och nå denna målgrupp.</p>