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Advertising Stories of Second Homes in the Swedish Welfare State
Blekinge Institute of Technology, Faculty of Engineering, Department of Spatial Planning.
2014 (English)In: Tourism Review International, ISSN 1943-4421, Vol. 18, no 3, 193-205 p.Article in journal (Refereed) PublishedAlternative title
Reklambranschens berättelser om fritidshus i den svenska välfärdsstaten (Swedish)
Abstract [en]

The aim of this article is to discuss the greatest expansion of vacation housing in Sweden for the period of 1960-1980. In focus are product advertisements related to new vacation houses for sale by producers of prefabricated wooden vacation houses. The empirical exploration is based on a content analysis of all issues of a widespread Swedish lifestyle magazine, published monthly between 1960 and 1980. A limited selection of advertisements is further analyzed from a perspective of discourse analysis. The selected advertisements are telling stories, a basic approach in advertising. As a result of the analysis a number of recurring stories can be constructed; the story of freedom of choice and of modern life, the story of multiple dwelling and of the good life, and of family unity. The stories could be stated to be closely connected to crucial values of the “people’s home”, the core principle of the Swedish welfare state.

Abstract [sv]

Artikeln avser att diskutera den största expansionen av fritidshus i Sverige under perioden 1960-1980. I fokus är trähusfabrikanters produktannonser för nya fritidshus till salu. Den empiriska undersökningen utgår från en innehållsanalys av alla nummer av det allmänt spridda månadsmagasinet Allt i Hemmet mellan åren 1960-1980. Ett begränsat antal annonser har analyserats närmare från ett diskursanalytiskt perspektiv. De utvalda annonserna berättar historier, ett vanligt grepp inom annonsering. Analysresultatet visar att ett antal berättelser kan konstrueras utifrån materialet; berättelsen om valfrihet och om det moderna livet, berättelsen om dubbel bosättning och om det goda livet, och om familjegemenskap. Berättelserna konstateras ha starka kopplingar till centrala värderingar i folkhemmet, till själva kärnan i den svenska välfärdsstaten.

Place, publisher, year, edition, pages
Cognizant Communication Corporation , 2014. Vol. 18, no 3, 193-205 p.
Keyword [en]
second homes, welfare state, modernity, advertising, advertisements, stories, prefabricated, wooden, lifestyle magazine
National Category
Human Geography Architectural Engineering Civil Engineering
URN: urn:nbn:se:bth-6439DOI: 10.3727/154427214X14101901317237Local ID: diva2:833947
author can archive publisher's version/PDF (does it mean that I can scan the article and put it here?)Available from: 2015-01-07 Created: 2015-01-02 Last updated: 2015-06-30Bibliographically approved

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Persson, Ingrid
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