This essay is a visual analysis of the marketing of protein powder by six Swedish actors and three foreign ones that sell protein powder. The essay explores which different idioms and attributes are used in images through a quantitative content analysis and then a qualitative semiotic analysis. The purpose was to check how the marketing of protein powder looks at different companies to see which idioms they use to speak to the target group of male bodybuilders. The purpose was then to discuss whether these imagery and forms of communication can be applied to vegan products in order to arouse interest in these products among the target group. The result of the analysis shows, among other things, that the marketing of protein powder alludes to the sensory and emotional aspects of the recipient. Based on the theory of strategic communication and market communication the results of the analysis are then discussed on how to implement the different design languages on vegan products in order to arouse an interest in these among the target group.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-60617 |
| Date | January 2023 |
| Creators | Lundgren, Laura |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| 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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