My aim with this study was to examine The Body Shop´s presentation of itself on its Web site, more specifik: how the brand communicates and what kind of stories there is. My conclusion is that the brand communicates through storytelling and with a focus on "good" aspects. This is done by pointing out the differences between "We and Them" and by promoting justice - and environmental issues. Fears change with changes in society, and the consumer is offered to moderate anxiety by consuming the "right" product; a kind of identity formation through consumption which is a part of The Body Shop´s marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-393109 |
| Date | January 2019 |
| Creators | Fredriksson, Petronella |
| Publisher | Uppsala universitet, Institutionen för kulturantropologi och etnologi |
| 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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