This thesis examines the multifaceted strategies employed in Pressbyrån's 2023 Cinnamon Bun Campaign, which gained nationwide attention in Sweden for its humorous approach. The campaign aimed to depict the Swedish cinnamon bun, a staple of the Swedish fika tradition, in an extravagant and luxurious light. Focusing on the interplay between humor and luxury, the study uses a multimodal analysis, utilizing Semiotic and Social Semiotic approaches to understand the visual material and its conveyed meanings. Using a theoretical framework that includes Stuart Hall's (1973) encoding and decoding model and Marxist theory, the research examines how the campaign commodifies the cinnamon bun, imbuing it with social value within capitalist culture. The investigation also places the campaign within Swedish cultural traditions and explores the intersection of humor, luxury, and cultural contexts. The literature review covers perfume advertisements, humor in advertising, and the commodification of cultures, providing a comprehensive background for the analysis. The analysis identifies visual cues and luxury codes within the campaign's posters and discusses their impact on audience perception. It also explores how humor through parody intersects with cultural contexts, particularly in challenging Swedish norms of moderation (lagom) through exaggerated luxury. The findings reveal that the campaign strategically uses visual elements reminiscent of luxurious perfume advertisements, creating a humorous dissonance between the perceived extravagance of the bun and its ordinary consumption. The study highlights the complex dynamics between humor, luxury, and cultural contexts in advertising. While humor effectively captures attention, its efficacy in enhancing brand recall remains uncertain. Nonetheless, Pressbyrån's campaign serves as a compelling case study, offering insights into the intricate relationship between consumer culture, tradition, and humor in advertising.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-69485 |
| Date | January 2024 |
| Creators | Dettwiler, Mimi |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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