Uppsatsen undersöker retoriken runt konst på fyra konstverksamheters hemsidor. Konsthallarna och gallerierna som undersöks är alla belägna på landsbygden eller i mindre samhällen i Sverige. Dessa är Bjurbäcks konsthall, Virserums konsthall, Neon Gallery samt Galleri Astley. De frågor som ställs till materialet är: Vilken konst är det som presenteras och hur lyfts den fram? Vilka retoriska medel använder man sig av, och vem vänder man sig till? I vilka sammanhang presenteras konst? Vilken relation och vilket synsätt till konst förmedlas? Vilken relation till platsen och miljön där konsthallen och galleriet är belägen förmedlas? För att undersöka hur konstverksamheternas retorik är upplagd på hemsidorna har framförallt de klassiska begreppen ethos, logos och pathos fungerat som analysverktyg så som de används i metoden retorikanalys. Retorikanalys menar Brigitte Mral är en användbar metod som kan hjälpa oss att försöka förstå och tolka budskap. Hur bilder och design på olika sätt samspelar med texten har också varit viktigt att undersöka. Den redovisade analystexten i uppsatsen visar på samband mellan bild- och textretorik och hur dessa tillsammans bildar en gemensam retorik. Teorier som används i uppsatsen ger perspektiv på begreppet konst. Förutom filosofiska definitionsförsök av vad konst är eller kan vara, presenteras här föreställningar om konst i relation till tre områden: företag, teknologi och media. Ytterligare en teoretisk ingång som tolkats som relevant i uppsatsen, är att se på den lokala platsen i relation till nationen, EU och den globala världen. Resultatet i uppsatsen visar att de fyra konstverksamheterna valt olika sätt att marknadsföra konst på sina respektive hemsidor, men trots detta är retoriken för samtidskonst ofta ganska traditionell. Hemsidan kan uppfattas som en kombinerad informations- och marknadsföringskanal. Den måste kunna fungera för olika målgrupper, såsom samarbetspartners, finansiärer, skolor, med mera. Detta är något som problematiseras i uppsatsen. / The essay examines the rhetoric around art on four art galleries´ homepages. The art galleries that are examined are all located on the countryside or in smaller towns in Sweden. With their Swedish names the examined objects are the following: Bjurbäcks konsthall, Virserums konsthall, Neon Gallery and Galleri Astley. The questions that are set to the material are: What kind of art is presented and how is it conveyed? Which rhetorical instruments are used and which target groups do they aim at? In which context is art presented? Which relation to art and which perspective on art is mediated? Which relation to the site and the environment where the art galleries are located is conveyed? The classical concepts ethos, logos and pathos - as they are used in Rhetorical analysis - have been used as instruments to investigate how the rhetoric about art is applied. Brigitte Mral means that Rhetorical analysis is a useful method to help us understand and interpret messages. How pictures and design in different ways interplay with the text, has also been important to investigate. The presented analysis in the essay shows the connections between text- and visual rhetoric, and how these elements together form a common rhetoric. Theories that are used in the essay give perspectives on the concept of art. Definitions about what art can be are presented mainly from a philosophical perspective. But the idea of art is also presented in relation to three other spheres such as companies, technology and the media. Another theoretical input interpreted as relevant in the essay, is the perspective on the local place in relation to the nation, EU and the global world. The result in the essay shows that the four art galleries have chosen different ways to market art on their respective homepages. Despite this is the rhetoric on contemporary art mainly traditional. The homepage can be considered as a combined information- and marketing channel. It must function for different target groups such as collaborative partners, financiers, schools, etc. This is examined and discussed in the essay.

A politician on the peak of his career suddenly sees himself in the middle of not one or two, but five different crisis, that demand a fitting response and a well planned crisis management strategy. While focusing on ethos and its development, the following paper analyses the communicative strategies used by Germany's ex-minister of defense, Karl-Theodor zu Guttenberg. Within his one and a half year tenure he had to handle continuing accusations against policy and character. Guttenberg, who in many eyes was seen as Germany's most popular politician and whose ethos, therefore, prior to the first crisis could be described as strong, is loosing his trustworthiness among the military and other politicians the longer each crisis continues. The purpose of this study is to identify the communicative pattern of Mr. Guttenberg, which in the end lead to his resignation, while his popularity continues to be strong. With theories like Benoits apologia strategies, Bitzers rhetorical situation and Ryans kategoria and apologia speechset, the analysis of articles of the German mass medium ”Bildzeitung”, clearly mirrors Guttenberg’s tendency to react offended to personal accusations. While being able to handle accusations against his policy, this continuing communicative mistake provides an opportunity for his critics.

<p>Uppsatsen undersöker retoriken runt konst på fyra konstverksamheters hemsidor. Konsthallarna och gallerierna som undersöks är alla belägna på landsbygden eller i mindre samhällen i Sverige. Dessa är Bjurbäcks konsthall, Virserums konsthall, Neon Gallery samt Galleri Astley. De frågor som ställs till materialet är: Vilken konst är det som presenteras och hur lyfts den fram? Vilka retoriska medel använder man sig av, och vem vänder man sig till? I vilka sammanhang presenteras konst? Vilken relation och vilket synsätt till konst förmedlas? Vilken relation till platsen och miljön där konsthallen och galleriet är belägen förmedlas?</p><p>För att undersöka hur konstverksamheternas retorik är upplagd på hemsidorna har framförallt de klassiska begreppen ethos, logos och pathos fungerat som analysverktyg så som de används i metoden retorikanalys. Retorikanalys menar Brigitte Mral är en användbar metod som kan hjälpa oss att försöka förstå och tolka budskap. Hur bilder och design på olika sätt samspelar med texten har också varit viktigt att undersöka. Den redovisade analystexten i uppsatsen visar på samband mellan bild- och textretorik och hur dessa tillsammans bildar en gemensam retorik.</p><p>Teorier som används i uppsatsen ger perspektiv på begreppet konst. Förutom filosofiska definitionsförsök av vad konst är eller kan vara, presenteras här föreställningar om konst i relation till tre områden: företag, teknologi och media.</p><p>Ytterligare en teoretisk ingång som tolkats som relevant i uppsatsen, är att se på den lokala platsen i relation till nationen, EU och den globala världen.</p><p>Resultatet i uppsatsen visar att de fyra konstverksamheterna valt olika sätt att marknadsföra konst på sina respektive hemsidor, men trots detta är retoriken för samtidskonst ofta ganska traditionell. Hemsidan kan uppfattas som en kombinerad informations- och marknadsföringskanal. Den måste kunna fungera för olika målgrupper, såsom samarbetspartners, finansiärer, skolor, med mera. Detta är något som problematiseras i uppsatsen.</p> / <p>The essay examines the rhetoric around art on four art galleries´ homepages. The art galleries that are examined are all located on the countryside or in smaller towns in Sweden. With their Swedish names the examined objects are the following: Bjurbäcks konsthall, Virserums konsthall, Neon Gallery and Galleri Astley. The questions that are set to the material are: What kind of art is presented and how is it conveyed? Which rhetorical instruments are used and which target groups do they aim at? In which context is art presented? Which relation to art and which perspective on art is mediated? Which relation to the site and the environment where the art galleries are located is conveyed?</p><p>The classical concepts ethos, logos and pathos - as they are used in Rhetorical analysis - have been used as instruments to investigate how the rhetoric about art is applied. Brigitte Mral means that Rhetorical analysis is a useful method to help us understand and interpret messages. How pictures and design in different ways interplay with the text, has also been important to investigate. The presented analysis in the essay shows the connections between text- and visual rhetoric, and how these elements together form a common rhetoric.</p><p>Theories that are used in the essay give perspectives on the concept of art. Definitions about what art can be are presented mainly from a philosophical perspective. But the idea of art is also presented in relation to three other spheres such as companies, technology and the media.</p><p>Another theoretical input interpreted as relevant in the essay, is the perspective on the local place in relation to the nation, EU and the global world.</p><p>The result in the essay shows that the four art galleries have chosen different ways to market art on their respective homepages. Despite this is the rhetoric on contemporary art mainly traditional. The homepage can be considered as a combined information- and marketing channel. It must function for different target groups such as collaborative partners, financiers, schools, etc. This is examined and discussed in the essay.</p>

My dissertation, Writing and Ethics in The Southern Cone: Literature between the Singular and The Specific, reads a series of examples from the last dictatorship and the current post-dictatorship period in the Southern Cone--novels and essays from Argentina, Chile, and Paraguay (including works by Augusto Roa Bastos, Roberto Bolaño and Horacio Verbitsky), and a critical debate between artists and intellectuals in Chile (Nelly Richard and Willy Thayer). My goal is to expose their ways of conceiving how communities and individuals are structured by language that organizes subjects according to logics of belonging and rejection according to political values and practices. I take as my point of departure the work of philosopher Peter Hallward on individuation and the formation of groups and communities, from his book Absolutely Postcolonial: Writing Between the Singular and the Specific (2002). I read my textual examples through the terms developed by Hallward, the Singular, the Specified, and the Specific. The Singular describes a way of imagining community identity as a self-creating and self-reinforcing unity where the only members are those who are innate to the singular concept that self-defines it. The Specified refers to a method by which subjects individuated themselves over and against a particular cause or people and thus define themselves by means of this difference. Lastly, the Specific describes a community that is radically indifferent to difference, arguing instead for a form of membership where any subject belongs. My dissertation shows how these three concepts are present in the historical and cultural ideas used by a contemporary generation of thinkers and artists to define the effects of the cultures of dictatorship and post-dictatorship in the Southern Cone. Understanding these concepts helps to elucidate how the cultural discourses during this period were structured and executed in relation to communitarian formation. In short, by reading my Southern Cone case studies through the optic of logics of individuation, I am able to produce a new way of seeing how the region’s intellectuals read the intersections of history, culture, politics, and community in the wake of Latin American dictatorships. / text

This dissertation is interested in how people talk about character in a variety of public spheres. Specifically, it explores the tangled relationship between authenticity and ethos, or what is taken as the distinction between intrinsic and constructed character. While this dissertation does not presume to settle the question of authenticity’s actuality, it does discuss the ways authenticity cues in rhetorical acts continue to influence how “sincere character” in those acts is understood, even as audiences exhibit shrewdness in recognizing that character is a purposeful manifestation of the rhetor. The fundamental phenomenon this dissertation seeks to describe is how people, with better and worse success, negotiate the dissonance between valuing character as authentic and as presentation and representation. Character in this view is a much richer and more paradoxical concept than many discussions of the term admit. A too-diluted study of ethos limited strictly to pinpointing credibility in an argument makes it difficult to articulate why an exhibition of character sometimes works and sometimes flops. Ethos in its fullest complexity is, and is not, constructed by any single act; it is the consequence of narratives, both of those narratives, and also what we say about those narratives; it is something we know about a rhetor, at the same time that it comes from what the rhetor claims to know; it is, most important, an appeal to authenticity, even when we know ethos is discursively, kairotically, and socially constructed. This dissertation offers an expanded definition of ethos as rhetorical transactions that rhetors and audiences mutually negotiate in order to determine the extent to which all sides will have their rhetorical needs met, and the extent to which all sides can assent to the those needs. The dissertation, using the works of Wayne Booth, Kenneth Burke, and Chaïm Perelman as its primary theoretical structures, offers pedagogic implications for these mutual negotiations. / text

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Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2017-03-27T19:35:14Z No. of bitstreams: 10 Folha de aprovacao.pdf: 7690 bytes, checksum: 2f695f11bae6b2dd148615d0b59b53b4 (MD5) Folha de rosto.pdf: 10022 bytes, checksum: 0e6bf62410f960b96b5dbf667f8f47c0 (MD5) Resumo.pdf: 7437 bytes, checksum: 9df315f4fdccb7bbd7f9fbf21b21b1b5 (MD5) Sumario.pdf: 10298 bytes, checksum: fec2343b113b70dd8465dd93da5a7593 (MD5) Capitulo1.pdf: 1492835 bytes, checksum: fa8831aac3b0b17b29ec1cd277207dfb (MD5) Capitulo2.pdf: 799641 bytes, checksum: b0e5bdcf87acc39f8dd42f92933bc50c (MD5) Capitulo3.pdf: 2677712 bytes, checksum: 2b62a00908f632b1da32a80bb7ec3971 (MD5) Conclusao.pdf: 21517 bytes, checksum: 25d83de51ecc10e29ac63851df232277 (MD5) Referencias.pdf: 20209 bytes, checksum: 32ed5696b45a695c4aa8bd5b59f4e5dd (MD5) Introducao.pdf: 110808 bytes, checksum: 1353411cb4c11999da25bd9afb6dff18 (MD5) / Made available in DSpace on 2017-03-27T19:35:14Z (GMT). No. of bitstreams: 10 Folha de aprovacao.pdf: 7690 bytes, checksum: 2f695f11bae6b2dd148615d0b59b53b4 (MD5) Folha de rosto.pdf: 10022 bytes, checksum: 0e6bf62410f960b96b5dbf667f8f47c0 (MD5) Resumo.pdf: 7437 bytes, checksum: 9df315f4fdccb7bbd7f9fbf21b21b1b5 (MD5) Sumario.pdf: 10298 bytes, checksum: fec2343b113b70dd8465dd93da5a7593 (MD5) Capitulo1.pdf: 1492835 bytes, checksum: fa8831aac3b0b17b29ec1cd277207dfb (MD5) Capitulo2.pdf: 799641 bytes, checksum: b0e5bdcf87acc39f8dd42f92933bc50c (MD5) Capitulo3.pdf: 2677712 bytes, checksum: 2b62a00908f632b1da32a80bb7ec3971 (MD5) Conclusao.pdf: 21517 bytes, checksum: 25d83de51ecc10e29ac63851df232277 (MD5) Referencias.pdf: 20209 bytes, checksum: 32ed5696b45a695c4aa8bd5b59f4e5dd (MD5) Introducao.pdf: 110808 bytes, checksum: 1353411cb4c11999da25bd9afb6dff18 (MD5) Previous issue date: 2027-04-23 / This work had as objective the verbal statements and/or non-verbal printed in book covers-written by Brazilian authors and adapted for film or television-that associate the book to the film or television production. Its objective was to verify whether such statements could be classified as Paratext-as is regarded by Gerard Genette. The motivation for this research came the realization that, in being those statements built from a derivative work of a book, to what extent they could be of service to the main text? To answer that question, the statements were analyzed according to the concepts of discourse analysis and the rhetorical analysis. The results obtained in the analysis made it possible to conclude that some statements are not as paratextuais and, based on the concepts of critical theory, make it possible to understand, critically, the editorial procedures with which the book relates to the other media products. (AU) / Este trabalho teve como objetivo os enunciados verbais e/ou não-verbais impressos em capas de livros - escritos por autores brasileiros e adaptados para o cinema ou para a televisão - que associam o livro à produção cinematográfica ou televisiva. Seu objetivo foi verificar se tais enunciados poderiam ou não ser classificados como paratexto - conforme é conceituado por Gerard Genette. A motivação para esta pesquisa surgiu pela constatação de que, em sendo aqueles enunciados construídos a partir de uma obra derivada de um livro, em que medida eles poderiam estar a serviço do texto principal? Para responder a essa questão, os enunciados foram analisados segundo os conceitos da análise do discurso e da análise retórica. Os resultados obtidos na análise permitiram concluir que alguns enunciados não se configuram como paratextuais e, com base nos conceitos da Teoria Crítica, possibilitam compreender, criticamente, os procedimentos editoriais com que o livro se relaciona com os demais produtos midiáticos.(AU)

Submitted by Lilian Alfaia Monteiro (lialfaia@hotmail.com) on 2016-10-04T14:47:10Z No. of bitstreams: 1 Tese Lilian Alfaia - Versão final.pdf: 4983105 bytes, checksum: 708e888321d3f0d28ed59217c6fa8c05 (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2016-10-04T14:58:18Z (GMT) No. of bitstreams: 1 Tese Lilian Alfaia - Versão final.pdf: 4983105 bytes, checksum: 708e888321d3f0d28ed59217c6fa8c05 (MD5) / Made available in DSpace on 2016-10-18T12:18:48Z (GMT). No. of bitstreams: 1 Tese Lilian Alfaia - Versão final.pdf: 4983105 bytes, checksum: 708e888321d3f0d28ed59217c6fa8c05 (MD5) Previous issue date: 2016-08-29 / Grounded on a more constructivist and procedural perspective of science in which social and cultural practices reveal how science is made, this thesis aimed to analyse how the process of knowledge building in the field of Organizational Studies in Brazil occurred. To this end, we followed the evolution of scientific production from a longitudinal perspective, through the identification of legitimacy strategies of scientific contributions made by the authors in scientific articles that would reveal how these strategies differ rhetorically among them. We, then, unveil how these strategies differ rhetorically and map scientific contribution legitimacy strategies’ networks vs actors (individual and institutional ones) by watching how they influenced the positions of the players-actors in the scientific field over time and how they influenced the process of knowledge building in Organizational Studies. Drawing from the theory of the fields (Bourdieu, 1983a; 2004b; Greenwood, Suddaby and Hinings, 2002; Martin, 2003; Fligstein, 2003; Davis and Marquis 2005; Emirbayer and Johnson, 2008; Fligstein and McAdam, 2011; 2012) and some factors that influence the knowledge construction in Administration, we sought to understand how the actors present and defend their scientific contributions, also how the distribution of capital is organized, how the actors position themselves in the field and how they dispute the monopoly of scientific authority. Data collection consisted in the selection of 500 articles from 1960 to 2014, 430 in national journals and 70 in international ones, composing a database with various information regarding the articles. Data were categorized based on the content analysis (Bardin, 2006) and analysed through rhetorical analysis (Mann and Thompson 1988). This research thesis has shown that the actors use the argumentative capital differently, although apparently similar, depending on the context of their scientific contribution legitimacy’s strategy: internal scientific discourse, the practice’s discourse or the combination of both. Considering the use of these strategies and the ownership of capitals such as scientific and economic, from the rules of the game in the field, stakeholder groups divide themselves and compete for positions from the following setting: scientific vs ambiguous and practical vs ambiguous. Organizational Studies evolved gradually from an initial ‘pre-field’ to the current phase of the field, now with clear goals, well-defined game rules and marked positions within the existing dispute. However, beyond the repertoire defined for internal scientific discourse, the use of scientific contribution legitimacy’s strategies shows that the authors also try to legitimize their contributions through external strategies of the field, which, in turn, endorses that the Brazilian Organizational Studies field cannot yet be considered as a ‘pure’ scientific field still in search of autonomy. Key-words: scientific field, organizational studies, knowledge, rhetorical analysis, legitimacy strategies. / Esta tese teve por objetivo analisar como se deu o processo de construção de conhecimento na área de Estudos Organizacionais no Brasil, partindo de uma perspectiva mais construtivista e processual da ciência, direcionada para as práticas sociais e culturais presentes no processo científico que revelam como a ciência é feita. Para tanto, acompanhamos a evolução da produção científica a partir de uma ótica longitudinal, identificando as estratégias de legitimidade das contribuições científicas apresentadas pelos autores nos artigos científicos, desvendando como estas estratégias de legitimidade se diferenciam retoricamente e mapeando redes de estratégias de legitimidade de contribuição científica X atores (individuais e institucionais), observando como estas influenciaram as posições dos jogadores-atores no campo ao longo do tempo e como estas influenciaram o processo de construção de conhecimentos em Estudos Organizacionais.Tomando como base a teoria de campos (BOURDIEU, 1983a; 2004b; GREENWOOD, SUDDABY e HININGS, 2002; MARTIN, 2003; FLIGSTEIN, 2003; DAVIS e MARQUIS 2005; EMIRBAYER e JOHNSON, 2008; FLIGSTEIN e MCADAM, 2011; 2012) e alguns fatores que influenciam o processo de construção do conhecimento em Administração, buscamos compreender como os atores apresentam e defendem suas contribuições científicas, como se organiza a distribuição de capitais, como se posicionam no campo e como disputam o monopólio da autoridade científica. A coleta de dados consistiu na seleção de 500 artigos, 430 em periódicos nacionais e 70 em periódicos internacionais, compondo um banco de dados com diversas informações em torno dos artigos, considerando o período de 1960 até 2014. Os dados foram categorizados com base na análise de conteúdo (BARDIN, 2006) e analisados por meio de análise retórica (MANN e THOMPSON, 1988). A pesquisa mostrou que os atores (individuais e institucionais) fazem uso do capital argumentativo de modo diferenciado, embora aparentemente semelhante, conforme o contexto de sua estratégia de legitimidade de contribuição científica: discurso científico interno, discurso da prática ou a combinação de ambos. Considerando a utilização destas estratégias e da posse de capitais como científico e econômico, a partir das regras do jogo no campo, grupos de atores se dividem e disputam posições a partir da configuração: científicos X ambíguos e práticos X ambíguos.O campo de Estudos Organizacionais evoluiu aos poucos de uma fase inicial de pré-campo até a fase atual de campo, com objetivos claros, regras do jogo definidas e posições marcadas na disputa existente em seu interior. Entretanto, o uso de estratégias de legitimidade de contribuição científica para além do repertório definido para o discurso científico interno mostra que os autores também tentam legitimar suas contribuições via estratégias externas ao campo científico, revelando, assim, que o campo de Estudos Organizacionais brasileiro ainda não pode ser considerado como um campo científico 'puro', tratando-se de um campo ainda em busca de autonomia.

In this study, a qualitative rhetorical analysis is done on U.S. president Donald Trump’s crisis communication on Hurricane Maria, which was an Atlantic hurricane that struck areas such as Puerto Rico and Dominica in the autumn of 2017. Given that the former is an unincorporated territory of the U.S., the need for effective relief measures by the Trump administration became of particular importance there. However, in the media, the actual response by the administration was widely criticised as being slow and inefficient by actors like the relief group Oxfam and the humanitarian organisation Refugees International. Therefore, this study critically evaluates Trump’s crisis communication strategies on the hurricane to assess their success. The material consists of statements by Trump in both traditional and social media through official remarks and tweets, which are analysed through the crisis communication theories of image repair theory and situational crisis communication theory. In doing so, of interest is also to examine whether any differences can be seen in the strategies used by Trump in these two kinds of media channels. To address the hurricane, the findings showed that Trump mainly used the crisis communication strategies of corrective action, bolstering, defeasibility and attack accuser from image repair theory and compensation, reminder, ingratiation, excuse and attack the accuser from situational crisis communication theory. Moreover, no distinctive differences were found in which strategies Trump used in the respective channels, even if the attacks on Twitter were often more aggressive. While both positive and negative evaluations could be made of how Trump used these strategies overall, the main conclusion of the study is that his crisis communication was largely ineffective due to the strategies sometimes being contradictory and inconsistent.

Överkonsumtion är ett stort problem som växt fram som konsekvens av klimatförändringarna och samtidigt har medvetenheten kring hållbarhet ökat. Greenwashing har blivit allt vanligare samtidigt som storytelling förekommer oftare i reklamkampanjer. Den ökade medvetenheten om hållbarhet och de negativa aspekterna av en ohållbar konsumtion sätter krav på företagen. Syftet med studien är att undersöka hur en stor samhällsaktör förstärker sin varumärkesidentitet och kommunicerar hållbarhet genom sina reklamkampanjer för att positionera sig på marknaden.  Analysens studiematerial består av två reklamkampanjer från Ikea Sverige vid namn Kretsloppet och Möbler som följer med när livet förändras. Kampanjerna innehåller varsin annons och reklamfilm som kommer att studeras för att uppnå syftet. Metoden som har tillämpats för att uppnå detta är en retorisk analys, där analysschemat som har utformats grundar sig i både retorik och visuell retorik. Studien stöds av teorierna varumärkesidentitet, positionering och nostalgi.  Resultaten av studien visar att Ikea Sverige använder storytelling och nostalgi i sina reklamkampanjer för att kommunicera hållbarhet och att alla analysobjekt grundar sig i samma budskap. Vidare visar analysen att reklamfilmerna spelar på pathosargument medan annonserna spelar på logosargument. Ytterligare resultat visar att reklamkampanjerna stärker företagets varumärkesidentitet. / Over-consumption is a major problem that has emerged because of climate change and at the same time the sustainability awareness has increased. Greenwashing has become more common and at the same time storytelling occurs more often in advertising campaigns. The increased awareness of sustainability and the negative aspects of an unsustainable consumption result in demands being placed against the companies. The research aim of the study is to investigate how a major societal actor strengthens its brand identity and communicate sustainability through its advertising campaigns to position itself on the market. The material of the analysis consists of two advertising campaigns from Ikea Sweden: Kretsloppet and Möbler som följer med när livet förändras. The campaigns each contain one advertisement and one commercial that will be analyzed to achieve the purpose. The study has been conducted by a rhetorical analysis and the analytical model used is designed based on both rhetoric and visual rhetoric. The study is supported by the theories brand identity, positioning and nostalgia. The results show that Ikea Sweden use both storytelling and nostalgia in their advertising campaigns to communicate sustainability and that all objects analyzed are based on the same message. Furthermore, the analysis show that the commercials are based on pathos while the advertisements are based on logos. The study also found that the advertising campaigns strengthen the company’s brand identity.