Thesis advisor: Frank Gollop / This dissertation analyzes advertising strategies in specialized markets like the prescription drugs, travel, health insurance and real-estate markets where the consumers' purchasing decisions are influenced by experts (e.g., doctors, travel agents, employers and real-estate agents). / Thesis (PhD) — Boston College, 2006. / Submitted to: Boston College. Graduate School of Arts and Sciences. / Discipline: Economics.

With the help of various advertising strategies this study addresses the Swedish, plant-basedfood-production company Oatly, and their advertisements to see how the discourse onsustainability is approached. By using critical discourse analysis, and primarily Fairclough’sthree-dimensional-model for analysing discourse (1989, 1995) as well as the marketingframework AIDA, these advertisements have been analysed to see how the companymanages to tempt and persuade their consumers into consumption. This paper seeks tounderstand how Oatly portrays their products as the “right” choice, by acting on and creatingsocial, public understandings. But who decides what is “correct” and what is not, and howdoes a company act on contemporary social conventions to portray themselves as the “good”choice? Through a textual analysis of Oatly’s product descriptions on their website as well asof the product packaging in-store, this report has established that Oatly acts on publicunderstandings of environmental sustainability to persuade their audience into consumption.

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Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2017-06-22T14:48:30Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Dissert_SthaelFiabane-BC.pdf: 2736453 bytes, checksum: f31b1898abf485b2489244317e497e55 (MD5) / Made available in DSpace on 2017-06-22T14:48:30Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Dissert_SthaelFiabane-BC.pdf: 2736453 bytes, checksum: f31b1898abf485b2489244317e497e55 (MD5) Previous issue date: 2016-02-29 / Em uma chave conceitual propositiva, a dissertação busca delinear uma modalidade de publicidade que chamamos de vernacular. Essa variante está à margem dos limites da publicidade oficial, abordada por Maria Eduarda Rocha (2010) como a retórica do capital, que se define pela relação agência, anunciantes e veículos de comunicação de massa, e dos padrões de produção publicitária já postos no mercado. O trabalho surge da intenção em definir e abordar ações que não se encaixam nos métodos e espaços de mídia tradicionalmente utilizados como suportes para as narrativas publicitárias. Fala-se de uma comunicação marginal, uma vez que a centralidade foi definida pela publicidade ao se formalizar, se definir por meio de um discurso, estabelecer regras e códigos pertinentes ao seu campo de atuação, para assim se fortalecer como instituição e sustentar um mercado para a produção capitalista de mercadorias, excluindo toda e qualquer forma de comunicação persuasiva que não se encaixe na agenda dos modelos estandardizados. Para construir o mapa conceitual a que nos propomos, valemo-nos das noções de Michael de Certeau (1998) ao diferenciar os modos de ação tático, que atribuímos à publicidade vernacular, e estratégico, que relacionamos à publicidade oficial. Mais do que determinar um espaço de produção, acreditamos com esse trabalho contribuir para pensar a publicidade contemporânea, que parece, a nosso ver, precisar cada vez mais do agir taticamente, sobretudo no tocante às redes sociais digitais. / In a conceptual purposeful key, the dissertation aims to outline a mode of advertising we call vernacular. This variant is on the fringes of official advertising limits, approached by Maria Eduarda Rocha (2010) as the rhetoric of capital, that is defined by the relationship agency, advertisers and mass media outlets and advertising production standards already placed on the market. The work comes from the intention to define and address actions that do not fit in the methods and media spaces traditionally used as supports for advertising narratives. We speak of a marginal communication, since the centrality was defined by advertising when it was formalized, defined through a speech and established rules and pertinent codes to its field so as to strengthen as an institution and sustain a market for the capitalist production of goods, excluding all forms of persuasive communication that do not fit the agenda of standardized models. In order to build the conceptual map that we propose, we make use of notions of Michael de Certeau (1998) to differentiate the tactical modes of action, which we attribute to the vernacular and strategic advertising, which we relate to official advertising. Rather than determining a production space, we believe that this work will be an useful way to think the contemporary advertising, which seems, in our point of view, to be in need of tactical acting, especially when it comes to social media networks.

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

This thesis argues that the FCB (Foote, Cone and Belding) grid can not only be used by advertising students to write strategy, but also to write superior strategies. To demonstrate this, the research in this study identifies two versions of the FCB grid that can serve as guidelines for students when writing advertising strategy. The argument is substantiated by the results of a statistical analysis of strategies written according to the FCB grid and the Bendinger formula. A discussion of the areas which were researched and led to the introduction of the FCB grid, as well as an explanation of the FCB grid, provide the context in which the grid should be viewed as a guideline for writing advertising strategy. Thereafter, a summative overview of what advertising strategy and the Bendinger formula encompass, identifies the complexed nature of advertising strategy, as well as the minimum areas which need to be addressed when attempting to write strategy. A detailed discussion of the method which was employed and the instrument developed to evaluate the effectiveness of strategies, precedes the experimental results. A critical discussion of the results obtained from the statistical analysis and the literature on advertising strategy provide a theoretical foundation on which a model, to be used in conjunction with the FCB grid to write strategy, is designed. The model is then explained to illustrate how students can, in conjunction with the FCB grid, apply it to write advertising strategy. This thesis recommends that, in order to improve on the suggested method of evaluating strategies, the measurement scale developed in this study could be considered as a starting point. A further recommendation is that the experiment comparing strategies written according to the FCB sextant grid to those written according to the FCB quadrant grid, could provide the need for further research. The thesis concludes that as far as could be determined, this was the first time that a study of this nature was undertaken and that the need for future research to validate this study and its results, exists. / Communication Science / D. Litt et Phil. (Communication)

<p><strong>Och nu blir det reklamfilm - En kvalitativ innehållsanalys av de sju svenska politiska reklamfilmerna inför EU-valet 2009</strong></p><p>Seminar date: 2010-01-14</p><p>Department: Media- and Communication science</p><p>Report category: Degree project undergraduate level</p><p>Authors: Johan Heikensten and Elin Larsson</p><p>Advisor: Kristoffer Holt</p><p>Purpose: When TV4 for the first time offered advertising time to the Swedish political parties for the upcoming election of the European Parliament in 2009, a huge debate broke loose in the media. Regardless of opinions on the matter, we find it safe to say that political television commercials will have a great influence on future election campaigns in Sweden. Hence, we find it of great interest and importance to examine these seven commercials in order to look for tendencies, strategies and trends within the material. Theories: The theory chapter includes Communication, Political communication, Videostyle, Commercial strategies, Rhetoric and Semiotics. Methodology: The survey is based upon two qualitative analyses, a rhetorical analysis and a semiotic analysis. The rhetorical analysis emphasizes ethos, logos and pathos, while the semiotic analysis focuses on connotations, settings and symbols. In addition we have considered certain elements of the Videostyle-concept while examining the commercials. Conclusions: The seven commercials vary in style. The majority of the spots bring up some kind of political issue, although the issues tend to be vague. Three of the commercials present more specific stands on certain issue matters. Overall the spots have a positive focus, concentrating on their own candidate/party. The only negative spot is the Junilistan spot, which fulfills the expectations of the party as a typical challenger. Moderaterna, on the other hand, fulfill the incumbent strategy. Common trends among the spots are the use of political celebrities within the party in order to strengthen the candidacy. The settings are mainly informal and outdoors. Ethnical symbols of are frequently used, especially in the Folkpartiet spots.</p><p>Key words: political advertisement, commercials, advertising strategies, negative advertising, issue, image, rhetorical analysis, semiotics, rhetoric, videostyle, communication, EU-election</p> / <p><strong>Och nu blir det reklamfilm - En kvalitativ innehållsanalys av de sju svenska politiska reklamfilmerna inför EU-valet 2009 </strong></p><p><strong></strong>Seminariedatum: 2010-01-14</p><p>Institution: Medie- och kommunikationsvetenskap, Mittuniversitetet, Sundsvall</p><p>Rapporttyp: C-uppsats, kandidatnivå</p><p>Författare: Johan Heikensten och Elin Larsson</p><p>Handledare: Kristoffer Holt</p><p>Syfte: När TV4 för första gången erbjöd de svenska politiska partierna reklamplats inför EU-parlamentsvalet 2009 orsakade det stor debatt i media. Oavsett vilken åsikt man har i ämnet så är det rimligt att tro att införandet av politisk tv-reklam kommer att förändra framtida valkampanjer. Slutspurten av valkampanjer har de senaste decennierna fått ökad betydelse och tillsammans med en sjunkande partiidentifikation bland väljarna ser vi förutsättningar för att den politiska tv-reklamen kommer ha stor chans att påverka framtida valresultat. Med anledning av detta finner vi det både intressant och viktigt att undersöka hur de sju svenska pionjärfilmerna från EU- parlamentsvalet 2009 är utformade. Genom att studera filmerna på djupet söker vi efter strategier och tendenser i materialet. Teori: .Den teoretiska grunden börjar i kommunikation och fortsätter via politisk kommunikation till djupdykningar inom reklamstrategier och videostyle. I teorin finns även retorik och semiotik som bakgrund för de analyser vi har använt oss av i metoden. Metod: Vår undersökning har utförts genom två kvalitativa innehållsanalyser av de sju politiska reklamfilmerna som sändes på TV4 inför EU-valet 2009, vilket är ett totalurval. Den retoriska analysen fokuserar på etos, logos och patos medan bildanalysen fokuserar på konnotationer, miljöer och symboler. Vi har även betraktat materialet utifrån de videostyle-begrepp som tas upp i teorin. Slutsats: De olika partierna använder sig av väldigt olika stilar i sina reklamfilmer. De flesta av dem tar upp någon sorts sakfråga eller politisk linje, även om dessa tenderar att vara väldigt vaga. Tre av filmerna tar upp konkreta sakfrågor. Generellt genomsyras filmerna av positiv reklam för det egna partiet, med uppbyggande av den egna imagen och de egna sakfrågorna. Negativ reklam är mer sällsynt i det undersökta materialet. Endast Junilistans reklamfilm har ett genomgående negativt fokus, vilket också stämmer in på dess position som utmanarparti. Moderaterna uppfyller i sin tur sin roll som utmanarens motsats, incumbents. Gemensamma trender bland filmerna är att använda sig av partiledare eller någon annan symbol för att stärka förtroendet för den aktuelle kandidaten. Samtliga filmer utspelar sig i informella miljöer. Symboler som kan sammankopplas med folklighet används också flititgt, framför allt i Folkpartiets filmer.</p><p>Nyckelord: politisk tv-reklam, reklamfilm, reklamstrategi, utmanarstrategi, negativ reklam, issue, image, bildanalys, retorisk analys, semiotik, retorik, videostyle, kommunikation, EU-val, incumbent.</p>

Och nu blir det reklamfilm - En kvalitativ innehållsanalys av de sju svenska politiska reklamfilmerna inför EU-valet 2009 Seminar date: 2010-01-14 Department: Media- and Communication science Report category: Degree project undergraduate level Authors: Johan Heikensten and Elin Larsson Advisor: Kristoffer Holt Purpose: When TV4 for the first time offered advertising time to the Swedish political parties for the upcoming election of the European Parliament in 2009, a huge debate broke loose in the media. Regardless of opinions on the matter, we find it safe to say that political television commercials will have a great influence on future election campaigns in Sweden. Hence, we find it of great interest and importance to examine these seven commercials in order to look for tendencies, strategies and trends within the material. Theories: The theory chapter includes Communication, Political communication, Videostyle, Commercial strategies, Rhetoric and Semiotics. Methodology: The survey is based upon two qualitative analyses, a rhetorical analysis and a semiotic analysis. The rhetorical analysis emphasizes ethos, logos and pathos, while the semiotic analysis focuses on connotations, settings and symbols. In addition we have considered certain elements of the Videostyle-concept while examining the commercials. Conclusions: The seven commercials vary in style. The majority of the spots bring up some kind of political issue, although the issues tend to be vague. Three of the commercials present more specific stands on certain issue matters. Overall the spots have a positive focus, concentrating on their own candidate/party. The only negative spot is the Junilistan spot, which fulfills the expectations of the party as a typical challenger. Moderaterna, on the other hand, fulfill the incumbent strategy. Common trends among the spots are the use of political celebrities within the party in order to strengthen the candidacy. The settings are mainly informal and outdoors. Ethnical symbols of are frequently used, especially in the Folkpartiet spots. Key words: political advertisement, commercials, advertising strategies, negative advertising, issue, image, rhetorical analysis, semiotics, rhetoric, videostyle, communication, EU-election / Och nu blir det reklamfilm - En kvalitativ innehållsanalys av de sju svenska politiska reklamfilmerna inför EU-valet 2009 Seminariedatum: 2010-01-14 Institution: Medie- och kommunikationsvetenskap, Mittuniversitetet, Sundsvall Rapporttyp: C-uppsats, kandidatnivå Författare: Johan Heikensten och Elin Larsson Handledare: Kristoffer Holt Syfte: När TV4 för första gången erbjöd de svenska politiska partierna reklamplats inför EU-parlamentsvalet 2009 orsakade det stor debatt i media. Oavsett vilken åsikt man har i ämnet så är det rimligt att tro att införandet av politisk tv-reklam kommer att förändra framtida valkampanjer. Slutspurten av valkampanjer har de senaste decennierna fått ökad betydelse och tillsammans med en sjunkande partiidentifikation bland väljarna ser vi förutsättningar för att den politiska tv-reklamen kommer ha stor chans att påverka framtida valresultat. Med anledning av detta finner vi det både intressant och viktigt att undersöka hur de sju svenska pionjärfilmerna från EU- parlamentsvalet 2009 är utformade. Genom att studera filmerna på djupet söker vi efter strategier och tendenser i materialet. Teori: .Den teoretiska grunden börjar i kommunikation och fortsätter via politisk kommunikation till djupdykningar inom reklamstrategier och videostyle. I teorin finns även retorik och semiotik som bakgrund för de analyser vi har använt oss av i metoden. Metod: Vår undersökning har utförts genom två kvalitativa innehållsanalyser av de sju politiska reklamfilmerna som sändes på TV4 inför EU-valet 2009, vilket är ett totalurval. Den retoriska analysen fokuserar på etos, logos och patos medan bildanalysen fokuserar på konnotationer, miljöer och symboler. Vi har även betraktat materialet utifrån de videostyle-begrepp som tas upp i teorin. Slutsats: De olika partierna använder sig av väldigt olika stilar i sina reklamfilmer. De flesta av dem tar upp någon sorts sakfråga eller politisk linje, även om dessa tenderar att vara väldigt vaga. Tre av filmerna tar upp konkreta sakfrågor. Generellt genomsyras filmerna av positiv reklam för det egna partiet, med uppbyggande av den egna imagen och de egna sakfrågorna. Negativ reklam är mer sällsynt i det undersökta materialet. Endast Junilistans reklamfilm har ett genomgående negativt fokus, vilket också stämmer in på dess position som utmanarparti. Moderaterna uppfyller i sin tur sin roll som utmanarens motsats, incumbents. Gemensamma trender bland filmerna är att använda sig av partiledare eller någon annan symbol för att stärka förtroendet för den aktuelle kandidaten. Samtliga filmer utspelar sig i informella miljöer. Symboler som kan sammankopplas med folklighet används också flititgt, framför allt i Folkpartiets filmer. Nyckelord: politisk tv-reklam, reklamfilm, reklamstrategi, utmanarstrategi, negativ reklam, issue, image, bildanalys, retorisk analys, semiotik, retorik, videostyle, kommunikation, EU-val, incumbent.

The purpose of this thesis is to do a critical review of the aid organization SOS Children’s Villages text- and video campaigns, from a postcolonial perspective. Our purpose is divided into two questions: Are there colonial values in the advertising campaigns? Which language- and image strategies are used by SOS Children’s Villages to put across their messages? Our material consists of 10 selected video clips, and four printed ads that are made up of an image and a short text, which are part of a campaign named: Inte ett enda barn ska behöva vara ensamt (translation: Not a single child should have to be alone). We have chosen to use text- and image analysis as a method in our review of the material. The main theoretical base in our thesis is postcolonialism, while”the Other” and ”whiteness” are two concepts we have chosen so that we can reach a deeper analytical level. We have analyzed some of the clips from the concept “The White Man’s Burden”, and have discovered that ”The Western World” tries to insert their own values and ideals into ”The Third World”. We have also discovered that the children, in some sequences, are presented as non-human and differentiated from the “white Westerners”. The last chapter in our thesis problematizes how modern technology, as Smartphones, applications and social media, are used to make it easier to give money to charity. We also discuss how “The Western World” can be seen as a contributor to the current situation in “The Third World”, which makes the aspect of high-technology even more interesting.

Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during prime-time in the first quarter of 2009. The majority of claims match current regulations when compared to Federal references. The results show that Nutrient and Wellness claims were the most frequently cited. The type of benefit, Healthy Eating, emerged almost 3 times more than any other benefit type. This is also similar to those results which suggest advertisers' intentions were to promote overall wellness in their content delivery. As such, the Wellness Approach was identified and conceptualized, leading towards full development of a Wellness Effect theory. Implications and future research opportunities are discussed on both a theoretical and practical level.