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Tecken: En retorisk-semiologisk analys av antirökreklam
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]

This essay studies how advertisements in various anti-smoking campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.

Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking campaigns trying to change that ideology.

The purpose of anti-smoking campaigns is to conduct a kategoria of myth that tobacco advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer’s attitude toward smoking and the tobacco myth with an anti-myth. This becomes a counter-myth to the myth created by tobacco advertising and their logos and pathos arguments. The anti-smoke commercial logos become anti-logos and pathos to anti-pathos (antipathy) for the cigarette whose arguments are created from the viewer's connotations of anti-smoke commercials.

The cigarette, as a product of connotations in commercials, shows how rhetorical persua-sion becomes public relations and vice versa.

Place, publisher, year, edition, pages
2011. , 46 p.
Keyword [en]
Rhetoric, semiology, myth, anti-logos, anti-smoke commercial
National Category
URN: urn:nbn:se:sh:diva-11368OAI: diva2:440457
Subject / course
Humanities, Theology
Available from: 2011-09-13 Created: 2011-09-13 Last updated: 2011-09-13Bibliographically approved

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