Change search
ReferencesLink to record
Permanent link

Direct link
Retoriken i estetiken: En retorisk analys av prisbelönta reklamannonser
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis is a qualitative study in which 12 award-winning printed adverts, awarded with either a Swedish “Guldägg” or an international Clio Award, have been analyzed from a rhetorical perspective. Visual rhetorics were used to analyze the adverts in order to expose the rhetorical concepts and to find out whether the rhetorical concepts represented in the Swedish adverts are the same concepts represented in the international adverts. One of the conclusions drawn is that pathos-arguments, a rhetorical concept where the senders allude to the emotions of the receivers, are the most prominent in both Swedish and international adverts, but are used in different ways. Another conclusion drawn is that the adverts are overall characterized by their messages not being explicit. This is a rhetorical concept being used in order to stand out in today’s media flow.

Place, publisher, year, edition, pages
2011. , 36 p.
Keyword [en]
printed advert, rhetoric, visual rhetoric, Guldägg, Clio Award, pathos
Identifiers
URN: urn:nbn:se:oru:diva-14358ISRN: ORU-HUS/MKV-GK-2011/0007--SEOAI: oai:DiVA.org:oru-14358DiVA: diva2:392935
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2011-04-15 Created: 2011-01-28 Last updated: 2011-04-15Bibliographically approved

Open Access in DiVA

fulltext(1707 kB)322 downloads
File information
File name FULLTEXT01.pdfFile size 1707 kBChecksum SHA-512
c5956d4aa1e6105a203c1519d1ac60aa3ab974876f0138ccf375974d51d2a536349dfc1cd2117f51bb9eb1277fe9c3ab6ceded06e0d19df08f115980bf39688e
Type fulltextMimetype application/pdf

By organisation
School of Humanities, Education and Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 322 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 456 hits
ReferencesLink to record
Permanent link

Direct link