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Jullösa hemlösa och galna 'Latrin-amerikaner': En retorisk analys av prisvinnande radioreklamer och stereotypa karaktärer
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This analysis compare winners of the Swedish advertising competition Guldägget and winnersof Cannes Lions Gold from USA, 2010-2013, in the category radio. Using a rhetoricalperspective the analysis map out which rhetorical tools are used in each campaign and howcharacters are portrayed. Using Renberg’s model for rhetorical analysis and with thefoundation of Perry Hinton’s research on stereotypes in societies the analysis implicatescertain trends and tendencies in award-winning radio commercial, and compare the winnersfrom Sweden with the winners from USA. The result shows that winners of Lions Gold havemore entertaining characteristics, uses more established forms in the intro of the ad, and moreunpredictable conclusions, uses comedy (instead of goodwill and sympathy) and have lesslogic resolution in the argumentation compared to the Swedish winners of Guldägget. Theresults also shows that stereotypes are used or are suggested in every campaign, usingestablished research about stereotypes and their function in society it’s suggested thatstereotype descriptions of characters, although used for artistic reasons, could contributefurther segregations between social groups.

Place, publisher, year, edition, pages
2014. , 41 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Guldägget, Cannes Lion, radio, radioreklam, retorik, retorisk, stereotyper, media
URN: urn:nbn:se:ltu:diva-57404Local ID: e13f3516-1241-45a5-903c-83242aa64f4eOAI: diva2:1030791
Subject / course
Student thesis, at least 15 credits
Educational program
Media and Communication Science, bachelor's level
Validerat; 20141001 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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