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Lev ett grönt år med ICA och surfa Com Hem style: En kvalitativ studie om hur Com Hem och ICA förmedlar innehållet i TV-reklamen till TV-tittaren
Luleå University of Technology, Department of Arts, Communication and Education.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Television advertising has many different tasks. Some aims primarily to entertain while some companies use TV advertising to promote their brand and products. However, television advertising may be misleading. The message of the TV commercial konsekvent disappears with all the content in a TV commercial. I have chosen to study the contents of two commercials from different companies who are two of Sweden's most loved commercials, Com Hem and ICA.

The purpose of this essay is to find out what the content of the television commercials are trying to convey to the viewer. The main goal is to try to sell products or simply to entertain. The sub-questions and the main question will be answered by using the method of text analysis, which helps to examine the contents of a text. In this case, a TV- commercial. Questions have been applied to text analysis with the help of Ulla Moberg's (2010) analysis model. Theories used to answer the main question are advertising, marketing & brand. The collected empirical material resulted in that the two companies would inform the customer with solutions to problems that can occur in everyday life. ICA wishes to inform the viewer with a healthier life. They offer both entertainment and sales. Their advertising aims to show the week's prices. Com Hem used metaphors to show broadband characteristics and strength. They, however, choose not to show the product in their television commercial. The study revealed that both companies use humorous parody skits. They want to maintain and put the customer first.

Place, publisher, year, edition, pages
2017. , p. 51
Keywords [sv]
Varumärke, marknadskommunikation, reklam, comhem, ica
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:ltu:diva-62440OAI: oai:DiVA.org:ltu-62440DiVA, id: diva2:1080937
Educational program
Media and Communication Science, bachelor's level
Supervisors
Examiners
Available from: 2017-03-14 Created: 2017-03-12 Last updated: 2017-03-14Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf