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Är man farlig bör man vara ärlig: En kvalitativ retorisk analys av fem reklamfilmer för receptfria värktabletter
Södertörn University College, School of Communication, Media and it.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this essay was to analyze rhetorical features of Swedish drug advertising and see if drug advertising could be misleading or not. The study was primarily concentrated on how pills were described and that was the overall picture of pills created in commercials. The essay uses theories of narrative, semiotic, argumentation and theories concerning social communication in advertising. In this study fife TV-ads were analyzed: Alvedon, Ibumetin, Treo, Bamyl, and Ipren. The analysis showed that drug advertising has the potential to be misleading mostly because the overall picture of pills which creates in commercials is strong and kind heroes.

 

Abstract [sv]

Reklam för receptfria läkemedel är tillåten i Sverige även om vissa experter, politiker och vanliga konsumenter ställer sig kritiska till reklamens form och innehåll. Det finns en oro om att läkemedelsreklam kan leda till felaktig medicinering. I denna studie genomför jag en retorisk kvalitativ analys av reklamfilmer för receptfria värktabletter för att se om oron är befogad och om reklamen har potential för att vara missvisande. Resultatet visar bl.a. att det i reklamfilmerna åstadkoms en uppfattning om värktabletter som starka och snälla hjälten vilket kan vara starkt vilseledande då dessa kriterier strider mot verkligheten.

 

Place, publisher, year, edition, pages
2011. , 35 p.
Keyword [en]
rhetoric, semiotic, drug advertising, narrative, argumentation
Keyword [sv]
retorik, läkemedelsreklam, semiotik, narrativ, argumentation
National Category
Other Humanities not elsewhere specified
Identifiers
URN: urn:nbn:se:sh:diva-9240OAI: oai:DiVA.org:sh-9240DiVA: diva2:424201
Subject / course
Rhetoric
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2011-06-20 Created: 2011-06-17 Last updated: 2011-06-20Bibliographically approved

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