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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

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Spelling suggestions: "subject:"nonstereotyped images"" "subject:"nonstereotype images""

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Normbrytande reklam : En multimodal studie av hur språkliga och visuella resurser används i normbrytande reklam

Björkqvist, Jenni January 2019 (has links)
This study examines two norm-breaking advertising campaigns. Through a sociosemiotic multimodal analysis I have examined a selection of advertising images from two norm-breaking campaigns: Försvarsmakten’s campaign Kom som du är and Arbetsförmedlingen’s campaignGör plats. The purpose of this study was to create a deeper understanding of how norm-breaking advertisement uses verbal and visual resources to affect attitudes and prejudices. To answer this purpose, the study has been based on the following questions: How are prominent participants constructed in norm-breaking advertising? How does image and text interact in order to change attitudes and prejudices? How does the presentation of the prominent participants in the advertising images relate to the overall purpose of the campaign? The result of this study indicates that there are patterns regarding how verbal and visual resources are used in the analyzed norm-breaking advertising images. The overall result shows that how the participants are portrayed makes the advertising images both demanding, contact- creating and engaging. Text and image interact in such a way that they both strengthen and complement each other and together they express demands that point toward a desired attitude and social change. The advertising images contains different people represented in a non- stereotyped way which relates well to the overall purpose of the campaigns.
Försvarsmakten
Arbetsförmedlingen
multimodality
sociosemiotics
norm- breaking
non-stereotyped images
advertisement
communication
linguistics
Försvarsmakten
Arbetsförmedlingen
multimodalitet
sociosemiotik
normbrytande
icke-stereotypa bilder
reklam
kommunikation
språkvetenskap
General Language Studies and Linguistics

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