The increase in consumers interest in sustainable food have contributed to the higher competition among companies who provide animalistic goods, such as milk. With the increasing number of packaging designs and alternative sustainable foods, the design of packaging has become an important way for companies to communicate their commitment to sustainability and convince consumers to buy their product. To add to the knowledge of how packaging design is used to communicate a company’s stance of social issues, this study uses Arla’s milk package and advertisement from their campaign "netto noll klimatavtryck" as material in a semiotic and discourse analysis. The analysis indicates that Arla glorifies the milk and its natural origin by using attributes and visual signs on the package which enhances this. By utilizing the lack of existing rules regarding marketing a product based on its environmental impact, and thereby dislocate the climate effect milk has, Arla is taking a risk of possibly getting accusations and hints of greenwashing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-22231 |
| Date | January 2020 |
| Creators | Svärdhagen, Alice |
| Publisher | Malmö universitet, Fakulteten för kultur och samhälle (KS), Malmö universitet/Kultur och samhälle |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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