This investigation is about the English language in Swedish TV-commercials. Theinvestigation shows that there are commercials in Sweden that involve other languages thanSwedish. The languages found in this study apart from Swedish were English, Italian andGerman. The results show that the most common language was Swedish, which was used in405 (96.4%) of the 420 commercial spots of which the data consists. In 57.6% of thecommercials Swedish was the only language that was used compared to the 3.6% spots whichonly included English. Swedish was used together with English, Italian or German in 159commercials. There were 168 ads which contained some form of English, as the onlylanguage or together with Swedish. The results show that there was no major differenceregarding the time when the commercials containing only Swedish were broadcast. The sameconclusion could be drawn for the commercials which contained Swedish together withEnglish. The commercials which only included English were broadcast most frequently in themorning and at night. In conclusion, Swedish was the language used to the greatest extent.Furthermore, English appeared in nearly 50% of the commercials even though it was onlyused exclusively in a few ads. / Den här undersökningen handlar om användningen av engelska i svensk tv-reklam.Undersökningen visar att det finns reklam i Sverige som använder sig av andra språk änsvenska. De språk som användes utöver svenska var engelska, italienska och tyska.Resultaten visar att det språk som användes mest var svenska, som användes i 405 (96.4%)av de 420 reklaminslag som utgör datan. I 57.6% av reklaminslagen var svenska det endaspråket som användes jämfört med de 3.6% som endast innehöll engelska. Svenska användestillsammans med engelska, italienska eller tyska i 159 reklaminslag. Totalt innehöll 168reklaminslag engelska i någon form, som enda språk eller tillsammans med svenska.Resultaten visar att det inte var någon större skillnad på vid vilken tidpunkt reklam på enbartsvenska sändes. Samma slutsats gick att dra för de reklaminslag som innehöll svenskatillsammans med engelska. Reklam som endast innehöll engelska i någon form sändes mestfrekvent i tidsintervall ett och tre, det vill säga på morgonen och på kvällen.Sammanfattningsvis var svenska det språk som användes mest. Engelska däremot, användesi nästan 50% av reklaminslagen även om det endast användes på egen hand i några få inslag.

<p>ABSTRACT</p><p>Title: “Lifestyles come and go but your choices remain…” (“Livsstilar kommer och går, men valen består...”)</p><p>Number of Pages: 42 (45 including enclosures)</p><p>Author: Jenny Rydqvist</p><p>Tutor: Göran Svensson</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 young adults between 19-25 years are influenced by commercials.</p><p>Key Questions: How are students in Uppsala influenced by commercials? Do the commercials influence the consumptionbehaviour? Do the commercials influence the lifestyle? Do the influences of the commercial construct the individual lifestyle? In which extent is it social related?</p><p>Material/Method: Together with literature studies, a qualitative method has been used with 5 interviews with young adults in the age of 19-25 in Uppsala. I have compared these five interviews with earlier results and research.</p><p>Main Results: I have found out that these young adults don’t want to admit being influenced by commercials even if they know they are. These young adults have also formed consumptionbehaviour after the commercials, which they show in for example their way of shopping and their way of acting afterwards. The lifestyle is social related, but today we have a lot more choices to make. Today we tend to choose different then before, often because of the knowledge we got.</p><p>Keywords: Lifestyle, influence, commercials, advertising, identities, choice, social related, Giddens, Paterson, Bjurström</p>

Denna studie kommer behandla casinoreklam som har sänts på svensk tv. Studien kommer att undersöka hur Mobilbet och Unibet använder sig av retoriska verktyg i sina reklamfilmer genom övertygelse argumenten: ethos, pathos och logos. Fyra stycken reklamfilmer kommer att analyseras, varav två är fällda hos Reklamombudsmannen och de resterande har sänts på tv under hösten 2016.Studien kommer först att introducera relevant bakgrundsinformation om tv-reklam, retorik, ICC:s regelverk samt marknadsföringslagen. Analysen utgår metodologiskt från retorikanalysens sexstegsmodell av Karlberg och Mral för att på så sätt kunna bryta ner reklamfilmernas kontext i mindre delar och genomföra en sammanställning och en övergripande analys. Modellen utgår från sex steg och med hjälp utifrån dessa steg samt tillhörande frågeställningar har en retorisk analys genomförts av reklamfilmerna. Studien har visat att både Mobilbet och Unibet använder sig av ethos-, pathos- och logosargument i sina reklamfilmer. De logiska argument som används i Mobilbets och Unibets reklamfilmer från 2013/2014 brister och har inte tillräckligt med stödargument. Unibet är det företag som tydligast visat på en förändring i användandet av retoriska verktyg efter en fällning hos Reklamombudsmannen. Detta genom att stärka sina logosargument med fler stödargument i reklamen från hösten 2016. / This study is researching gambling-commercials that aired on Swedish television channels, and examines how Mobilbet and Unibet uses rhetorical tools in their tv commercials with the form of beliefs by arguments: ethos, pathos and logos. Four commercials were investigated, two of which that were condemned by the Advertising Union representative and the remaining two have been broadcast on television in the fall of 2016. The study will introduce relevant background information about tv commercials, rhetoric, regulations within the ICC and Marketing Practises Act. The analysis is based methodologically from the rhetoric analysis six-step model of Karlberg and Mral in order to be able to break down the tv commercials context into smaller parts, and undertake a comprehensive compilation and analysis. The model is based on the six stages and with the help from these steps and related issues, it was helpful for the rhetorical analysis in order for it to be able to carry on and research the selected commercials. The study has shown that both Mobilbet and Unibet use ethos-, pathos- and logoargument to convince through their advertising. The logo argument Mobilbet and Unibet used in their commercials from 2013/2014 do not have enough of support arguments. Unibet has been the company that has demonstrated the clear changes in their use of rhetoric tools in the tv commercials from autumn 2016 in their way of convince, because they have tried to strengthen their logo arguments with more supporting arguments.

To determine the influence of television commercials about toys and cereals on young children, forty-four children, ranging in age from four to seven years, were interviewed. The mothers of these children completed a questionnaire about their children's television viewing habits. The hypotheses examined the following areas: children's demands for advertised products, children's preferences and dislikes for commercials, the extent of parental yielding to children's requests, and parental discussion of television commercials. The data were analyzed by computing percentages, and it revealed several trends. The more television children watched, the more they demanded advertised products. Parents' discussion of television advertisements affected the extent of parental yielding and the extent of children's demand for advertised products. This study supports findings reported in the related literature that television commercials affect young children's behavior.

This structural analysis examined fourteen television commercials using a method developed by Claude Levi-Strauss. The commercials were divided into two product groups, restaurant and cleaning products advertising, which made up the "myths" to be analyzed. Binary oppositions in each myth were identified and, according to the methodology, charted to reveal new relationships, and ultimately the hidden messages in the advertising. This study confirmed that television advertising does function in our society much the same as myth does in the primitive societies studied by Levi-Strauss. It offers answers to problems and upholds the existing order of things in that society, and it may function on more than one level to convey its messages.

The purpose of this study was to analyze the content of selected television commercials according to Kenneth Burke's theory of the rhetoric of rebirth. A supplementary Burkeian method called cluster analysis was also used. The analysis revealed, that the rhetoric of rebirth was incorporated in the commercials to stimulate guilt in the television audience. The products offered in the commercials supposedly purged this guilt, transforming the person to a new way of life. The analysis revealed meanings inherent in the word choices for various commercials as well as the potential impact of those words. The study isolated several underlying motifs in the substance of the commercials. The effect of the visual message may cause the audience to overlook the message of the words. Experimental research cited in this study confirms this hypothesis.

In accordance with an experimental setup this thesis investigates to what extent the participants' attitudes and aesthetic preferences are influenced by the lateral direction of light in moving image sequences. It is also investigated whether the participants' handedness correlates with their advertising evaluation. The purpose of the study is to generate new knowledge of potential biases in moving images that could be applied by image producers to create more compelling commercials. Our work is based on a transdisciplinary theoretical approach and the results are analyzed based on biopsychological, sociocultural and perceptual explanatory models. Three self-designed commercials with a left oriented illumination position were used as stimulus, the stimulus were also inverted horizontally. The participants were asked to assess their attitudes toward the commercials with either left or right oriented lighting. Two surveys were conducted: one with a within-subjects design and one with a between-subjects design, a total of 172 people participated. No significant difference between left and right oriented illumination position occurred in any of the groups for neither feelings toward ad, Aad , Ab , or PI. The results suggests that a bias does not occur in dynamic images, unlike the left oriented bias that has been reliably shown in previous studies that relate to still images. Nor could any correlation be established between reported attitudes and handedness.

Along with an increased online presence, as well as expanded trade agreement between EU countries, the Swedish online gambling market has been facilitated and made more accessible than ever before. As a consequence, this growing gambling market has also correlated with increased gambling-related health- and economical issues amongst Swedish gamblers. At the same time online gambling companies keep increasing their investments in external communication and marketing activities. In order to protect the public, the governmental initiative “Spelinspektionen” initiated the new law, spellagen (2018:1138), which from the 1st of January 2019 is supposed to regulate marketing from online gambling companies. Based on a multimodal critical discourse analysis, the purpose of this study is to examine how spellagen (2018:1138) has affected marketing strategies from three different gambling companies; Leovegas, Ninja Casino and No Account Casino. The analysis studies a material based on six movies before the introduction of spellagen, and six movies after the introduction. Four central discourses has been identified, called The Hero, Action, Escapism, and Alonetime. Based on these discourses, the analysis used different tools from a multimodal discourse analysis in order to distinguish the strategies upon which the hidden- or open message was communicated. The analysis found that the gambling companies regularly used Per Binde ́s motives for gambling in their commercials. At least three out of five motives were identified through identity-creating strategies and emotional strategies which could be connected to Bindes motives “chances of winning”, “the jackpot-dream” and “moodswings”. The most prominent strategy for all of the commercials was the use of symbols and representation, which allows the company to communicate hidden or subtle meanings through connotations the company know that their target group will make. This main strategy did not make any drastic changes after the introduction of spellagen (2018:1138). The same message was still communicated, but now more often through visual elements rather than linguistic ones. The conclusion pointed out that in order for spelinspektionen to protect Swedish gamblers, spellagen (2018:1138) must be more concrete and descriptive, so that no alternative interpretations can be made. Other measures for spelinspektionen to consider is the amount of gambling commercials which the Swedish public are exposed to today.

The number of online casino companies in the Swedish gambling market, and especially the number of online casino commercials in Swedish television, has significantly increased during the last ten years. Previous studies show that Swedish consumers have negative attitudes toward gambling advertising. Literature explains advertising as a powerful source that influences consumers’ perceptions, attitudes and emotions. Hence, this thesisaims to explore consumers’ perceptions, attitudes and emotions of  online casino TV-commercials in relation to semiotic and rhetorical tools. In order to fulfil the aim of this thesis, this research is characterized by an interpretivistic philosophy and an abductive research approach. The empirical material in this study derive from qualitative content analyses of six online casino commercials and two focus group sessions. The findings show that perceptions, attitudes and emotions interrelate when consumers evaluate TV-commercials. The results also show that cultural aspects and segmentation contribute to consumers’ perceptions. Further, consumers must be able to relate to the story and link the content of the commercial to online gambling in order for them to have positive attitude and too feel positive about the commercials. Semiotic and rhetorical tools affect the consumer and thus are crucial elements for whether or not marketing communication is considered effective by the participants. These findings contribute with new insight in marketing communication as the combination of sensory marketing, semiotics and rhetoric have not been studied in relation to perceptions, attitudes and emotions. The conceptual model has a practical contribution since it can be applied in different areas of advertising.

Thesis (M.A. (African Languages)) -- University of the North, 2001 / Refer to the document