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Systembolaget och unga : En studie om hur systembolagets reklamfilmers budskap tas emot

Abstract
  Title:Systembolaget och unga - En studie om hur Systembolagets reklamfilmers budskap tas emot  Authors: Frida Johnsson, Evelina Josefsson, Minda Landgren  Aim: The aim with this essay is to analyze how the target audience 18-19-year olds, and consumers of Systembolaget, the target audience of 20- 25-year olds, are affected by two specific commercials named “Systrar” and “Bröder” and furthermore examine whether the commercials have a deterrent effect on the audience or not. The questions the essay answers are “How do 18-19-year olds perceive that they are affected by the campaign films?” and “How do 20-25-year olds perceive that they are affected by the campaign films?”. This essay uses the methods qualitative analysis and focus group interviewand is based on the theoryEncoding/Decoding. In conclusion Systembolaget uses emotions to convey their message. To the audiences the commercials are not as deterrent as one might first imagine.   Number of pages: 56 Course: Media and Communication studies C Department: Department of Informatics and Media University: Uppsala University Period: Autumn 2018 Tutor: Per Gunnar Holmlöv Keywords: Ungdomar, Systembolaget, Alkohol, Reklamfilm, Encoding/Decoding, Teman, Koder, Kontext

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-376958
Date January 2018
CreatorsLandgren, Minda, Josefsson, Evelina, Johnsson, Frida
PublisherUppsala universitet, Medier och kommunikation, Uppsala universitet, Medier och kommunikation, Uppsala universitet, Medier och kommunikation
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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