AbstractBackground: Countries can be seen as brands (nation brands) with brand values that transmitto the country’s products. Country-of-origin (COO), the brands nationality, links the productto an associative network of cultural shared national stereotypes. Through associating thebrand with a country or a region, the credibility of the brand can increase and strengthen thebrand. Therefore COO is used in marketing to position a brand.Purpose: The purpose of this study is to examine how luxury fashion brands communicatetheir national identity through analyzing their advertising. The brands examined in the studyare the French brand Chanel and the British brand Burberry. To be able to answer the researchquestion, the brands’ advertising campaigns were analyzed to see whether they contain abrand personality built on a national stereotype or if there is a clear national theme or storieslinking to the national identity.Methodology:The national stereotypes of the two countries were examined through a pilotstudy. The advertising campaigns were analyzed by using an analyze model that wasdeveloped from image analyzing theories. It was then connected to the theory and the nationalstereotypes that evolved from the pilot study.Results: The results revealed in this study shows that the two different brands use theirnational identity in different ways. While Burberry has a clear British theme in theirmarketing, Chanel uses stories to link their brand personality with that of the founder CocoChanel, whom is associated with the stereotype of France. / <p>Sammanfattning</p><p>Bakgrund: Länder kan ses som varumärken (nation brands) som har varumärkesvärden som</p><p>överförs till ländernas produkter. Country-of-origin (COO), varumärkets nationalitet, länkar</p><p>produkten till ett associativt nätverk av kulturellt delade nationella stereotyper. Genom att</p><p>associera ett varumärke med ett land eller en region, kan trovärdigheten för varumärket öka</p><p>vilket förstärker varumärket. COO kommuniceras därför i reklam för positionering.</p><p>Syfte: Huvudsyftet med denna studie är att undersöka hur lyxvarumärken inom mode</p><p>kommunicerar sin nationella identitet genom att analysera deras reklamkampanjer. De</p><p>varumärken som studerades var franska Chanel och brittiska Burberry. För att svara på syftet</p><p>prövades om varumärkenas personlighet bygger på den nationella stereotypen.</p><p>Reklambilderna analyserades även för att se om det finns ett tydligt nationellt tema eller</p><p>berättelser som länkar till den nationella identiteten.</p><p>Metod: Genom en förstudie undersöktes de olika ländernas nationella stereotyper.</p><p>Reklambilderna analyserades med hjälp av en analysmodell som utvecklades från</p><p>bildanalysteorier. Analysen kopplades till teorin samt de nationella stereotyper som</p><p>framkommit genom förstudien.</p><p>Resultat: Resultatet och det som framkom i studien var att de olika varumärkena använder sig</p><p>av sin nationella identitet på olika sätt. Medan Burberry har ett tydligt brittiskt tema i sin</p><p>marknadsföring, använder Chanel berättelser som länkar varumärkespersonligheten till</p><p>grundaren Coco Chanel, som kan sammankopplas med den franska stereotypen.</p><p>Program: Textilekonomutbildningen magister</p>

The aim of the present research was to investigate the various determinants of intergroup relations, particularly national stereotypes, in- group identification, contact, and social categorization. In chapter one a total of 150 Turkish Cypriots filled a national stereotypes questionnaire, social identity scale, and a scale assessing intergroup contact. Factor analysis of the stereotypes of the Turkish Cypriots (autostereotypes) demonstrated the existence of four latent variables adopted as Positivity, Competency- Based, Negativity and Religiosity/ Conservatism. The same factor structure was obtained for the stereotypes used to evaluate the Greek Cypriots (heterostereotypes). It was observed that Turkish Cypriots consistently demonstrated in- group favoritisim. In support of the Contact hypothesis it was found that increased exposure was predictive of greater endorsement of positive national stereotypes of the Greek Cypriots. In- group identification seemed to affect in- group attitudes alone / however, moderation analyses showed that in- group identification influenced negative out- group attitudes moderated through positive in- group attitudes. This led to the development of a model of negative out- group attitudes. In the second chapter the direction, content, and uniformity of the national stereotypes Turkish Cypriots endorse regarding the Turkish, Greek and British, three nations that have played a significant role in the history of Turkish Cypriots were assessed. Stereotypes were analyzed according to the following five dimensions: Empathic, dominant, efficient, negative, and religiosity/ conservative. Results led to the conclusion that Turkish Cypriots demonstrated in- group favoritism and had quite uniform autostereotypes yet inconsistent heterostereotypes. Stereotypic content was also mainly determined by the political, historical, and social relationship present between the national groups in question. In the third chapter participants were 150 Turkish Cypriots asked to assess their own town as well as the inhabitants of Nicosia. It was predicted that the act of stereotyping the neighbor would change depending on the type of category evoked from the questionnaire manipulation, such that Turkish Cypriots would judge Greek Cypriots as more similar when a common in- group identity Cypriot was suggested. The research findings however, did not support the assertions and Turkish Cypriots did not perceive themselves as more similar to Greek Cypriots under any condition, reflected also in their consistent selection of the same adjectives for Greek Cypriots over conditions. The limitations of the researches and future implications were discussed in an attempt to shed light on the intergroup processes present in Cyprus.

I den här C-uppsatsen undersöks hur fotbollsspelarna Zlatan Ibrahimovic och Cristiano Ronaldo framställs i olika länders medier, i synnerhet tidningar och webbsajter. Till vår hjälp har vi använt oss av teorier om nationella stereotyper, National Sporting Heroes, idrottsstjärnor inom sportjournalistiken samt teorin om nyhetsvärdering och medielogik. Vi har gjort kvalitativa textanalyser av tidnings- och internetartiklar från sju olika länder och gjort en djupintervju med Johanna Frändén, journalist på Sportbladet och Sveriges Television. Resultatet visar att det kan finnas tydliga skillnader på hur en person eller händelse gestaltas i olika länder. Avgörande faktorer kan vara att en tidning tydligt stöttar ett landslag eller en klubb eller använder sig av nationella stereotyper kring motståndare och sig själva. / In this C-essay examines how football players Zlatan Ibrahimovic and Cristiano Ronaldo depicts in different countries media, especially newspapers and web sites. To our help we have used the theories of national stereotypes, the National Sporting Heroes, sporting stars in sports journalism and the theory of news values ​​and media logic. We have made qualitative textual analysis of newspaper and internet articles from seven different countries and made a depth interview with Johanna Frändén, journalist Sportbladet and Swedish Television. The results show that there may be a distinct differences in how a person or event depicted in different countries. Essential factors may be that a newspaper clearly support a national team or a club or uses the national stereotypes surrounding opponents and themselves.

In 1776, war broke out in the Colonies of New England between British Subjects, colonists, and those emplyed by the crown to uphoald law and order across the Atlantic. The union that wuld emerge from the war would have to develop what the colnial powers they migrated from had been adding on for centuries: an understanding of national character. The colonists occupied territory to which they had no historical inheritance before European colonization, and their customs, language, and societal structure were of British origin. However, the decleration of indpendence testifies that the United States were an exceptional republic amongst monarcies.  Providing ideas, and a popular elaboration of society has been the task of many artists at any time and place. Our different perceptions of nationhood might discard of accept such visual interpretations, but they are nonetheless subjected reflections of of selected realities. As such, political cartoons, the source material for this thesis, can provide a detailed view of the particular process of picturing national identity, for a new nation that rescently had existed within the bounduries of their own empire.

Vicissitudes in the British-German relationship since the Second World War have been reflected in the social and political cartoons produced and published in Britain and Germany referring to the other and the European and international context of their relationship. This survey focuses primarily on press cartoons, analysing and interpreting their content along imagological lines. National stereotypes, symbols, and other imagery are identified and their origins, uses, and possible meanings investigated. The research shows that British cartoonists have often had easy recourse to imagery drawn from and connected with twentieth-century military conflicts and the experience of National Socialism, which they have been loathe to set aside even after fifty years of peace. Such imagery has come particularly to the fore during periods of tension between the two countries. On the other hand, German cartoonists have generally relied upon an older and less provocative palette of imagery. Towards the end of the twentieth century and after reunification, the German caricatural depiction of Britain and the British became less circumspect, with evidence of a sharper and more critical approach. Significant themes and topics in the depiction of the ´other´ are also identfied, such as each country´s position within the European Community, and their treatment is charted.