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Googleannonser, komprimerad reklam?
Södertörn University, School of Culture and Education, Swedish Language.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Denna studie har i syfte att språkvetenskapligt undersöka hur reklamgenren förädras i ett komprimerat format, formatet googleannonser. För att få fram de språkliga dragen analyseras 30 st googleannonser ur ett genreperspektiv med innehålls-, strukturell och interpersonell analys som metod. Resultatet visar på ett flertal gemensamma drag med traditionell reklamgenre men uppvisar också skillnader. En strukturell skillnad är att googleannonsens rubrikdel tenderar att vara hybrid, de innehåller ofta både information om tjänster och produkter tillsammans med företagsnamn. Andra språkliga drag från materialet är bortprioriteringen av innehållsliga och interpersonella drag annars vanligt återkommande i traditionell reklamgenre. De gemensamma dragen för googleannonserna skulle kunna ingå i en ny modifierad subgenre till traditionell reklam, där nya konventioner för utformingen utvecklats. 

The purpose of this study is to explore how the advertising genre adapts to a compressed format, from a linguistic perspective. The format being Google ads. 30 Google ads are analyzed with a content, structural and interpersonal method to distinguish linguistic features. The result shows multiple linguistic features related to traditional advertising genre. The study also finds diffrences. One divergent structural feature is the Google ads headline, who tends to have a hybrid function that includes both information about the product and information about the company. The material differ in comparison to traditional advertinsing genre in content and structure features, where some parts have been prioritized due to the limiting format. The new features for the Google advertising genre could be a part of a new modified subgenre, where new conventions has developed.  

Place, publisher, year, edition, pages
2016. , p. 39
Keyword [sv]
Googleannonser, reklamspråk, genre, affordances, litteracitet, konventioner, hybriditet
National Category
Languages and Literature
Identifiers
URN: urn:nbn:se:sh:diva-32241OAI: oai:DiVA.org:sh-32241DiVA, id: diva2:1081146
Subject / course
Swedish
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2017-03-14 Created: 2017-03-13 Last updated: 2017-03-14Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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More styles
Language
  • de-DE
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More languages
Output format
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