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When I grow up: En retorisk och semiotisk studie om ansvarsretorik hos Svenska Spel, angående minderåriga.
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay is a qualitative study of the Swedish joint-stock company Svenska Spel AB’s television commercial from 2008. The commercial is called “Spela lagom - When I grow up”, and is meant to serve as an informational commercial about being underaged in situations regarding gambling. Using semiotics and rhetoric’s, we are analyzing how elements seen in the commerical affects the rhetorical situation the clip is bound to; how the marketing is done to enhance Svenska Spel’s brand; and what strategies are used to make sure the public service announcements regarding persons involved with underage gambling gets acceptance. The results show that arguments using pathos and ethos are used widely in this commercial, to enhance the feeling of responsibility from Svenska Spel. Another conclusion drawn is that the context, together with visual language known to the underaged, makes this commercial fit that target group. The company integrates with the theory of Corporate Social Responsibility (CSR) and by this commercial they show the viewer’s their ideology about the importance of responsibility. 

Place, publisher, year, edition, pages
2012. , 47 p.
Keyword [en]
Rhetoric, Semiotic, Svenska Spel AB, Swedish television commercial, Underage, Social responsibility, CSR.
Keyword [sv]
Retorik, Semiotik, Svenska Spel AB, Svensk TV-reklam, Minderårig, Samhällsansvar, CSR.
National Category
Media and Communications
URN: urn:nbn:se:oru:diva-23556ISRN: ORU-HUS/MKV-GK-2012/0061-SEOAI: diva2:534620
Subject / course
Medie- och kommunikationsvetenskap
2012-05-31, Örebro universitet, Örebro universitet, 701 82, Örebro, 15:00 (Swedish)
Humanities, Theology
Available from: 2012-07-13 Created: 2012-06-18 Last updated: 2012-07-13Bibliographically approved

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Zettergren, KristofferLindkvist, Stefan
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