This thesis sets out to design and execute an in-depth study of the True Fruits controversial advertisements by applying Encoding/Decoding as a theoretical model. It aims at examining visual rhetoric and through Critical Discourse Analysis understanding the cause and effect of the controversial True Fruits advertisements in their 2017 campaign. The research attempts to answer the question: ‘What happened on social media after True Fruits published their controversial advertisements in 2017?’. The thesis presents an analysis of True Fruits´ visual rhetoric in #jetztösterreichts campaign advertisements and then reveals consumer responses to it on social media in 2017. Thus, the thesis presents a comprehensive review of the relevant literature leading toward the key themes of German advertisement, controversial advertisement, and the representation of immigration in advertisements. Towards the end, it states the final remarks concluding the entire discussion and reflects upon the attempts that True Fruits made to communicate a political message and how consumers in social media responded to it.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-22674 |
| Date | January 2020 |
| Creators | Janulyte, Greta |
| Publisher | Malmö universitet, Fakulteten för kultur och samhälle (KS), Malmö universitet/Kultur och samhälle |
| 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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