Change search
ReferencesLink to record
Permanent link

Direct link
Hur lidande nyttjas för att producera effekt: En kvalitativ textanalys av reklamfilm vars huvudsakliga innehåll är djur
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

For the sender of television advertising, it is important to utilize content that gives effect, especially to get the receiver’s attention and then maintain it (Hägg, 1998). What is the content of a commercial that creates effect? Previous research focused on the impact that commercials have on the receivers. A discussion of which content that produced effect in commercials does not occur. About animals in commercials, it does not exist much research and a study of an animal welfare organization’s commercial has never been done before. To examine which content that creates effect in a commercial that includes animals and where the sender is an animal welfare organization is thus a research gap that this study aims to fill, using a qualitative text analysis.

A commercial from the non-profit animal welfare organization World Animal Protection has been reviewed, with semiotic and rhetoric analysis. The purpose was to identify which components a commercial contains to generate effect, where the main content in the commercial is animals, but also to find out if there was content that could have created more effect. The result shows that there are several different types of content that generates effect, such as pets, the environment where the animals are displayed and the order of the various scenes. Furthermore, the result shows that there is content that could have created more effect in the commercial. An example of such content is that the narrator in the commercial could have expressed itself more based on "our" and not "your" perspective. The results provide knowledge about what creates effect in the commercial about animals.

Place, publisher, year, edition, pages
2015. , 39 p.
Keyword [sv]
Kvalitativ textanalys, reklamfilm, semiotik, retorik, effekt, djur.
National Category
Media and Communications
URN: urn:nbn:se:hj:diva-25965OAI: diva2:794421
Subject / course
HLK, Media and Communication Studies
Available from: 2015-03-12 Created: 2015-03-11 Last updated: 2015-03-12Bibliographically approved

Open Access in DiVA

fulltext(853 kB)99 downloads
File information
File name FULLTEXT01.pdfFile size 853 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
HLK, Media and communication science
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 99 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: 206 hits
ReferencesLink to record
Permanent link

Direct link