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  • 1.
    Friberg, Henrik
    et al.
    Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
    Svarén, Malin
    Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
    Folkhemmets reklam: En jämförelse mellan reklamannonser då och nu2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The first ad was published in Sweden 1645. Advertising itself is not a new phenomenon, it's just the conditions that has been changed. Today, advertising is a matter of course in our daily lives, every day we are exposed to thousands of messages that wants to persuade and convince us to consume. In this paper, we have looked into the semiotic and rhetorical tricks that are used for this particular persuasion, and we have investigated whether they have changed in the last 60 years or if the same tricks are still being used today. Our two hypotheses is: A) the rhetorical and semiotic basis of an ad looks the same today as 60 years ago. Despite the obvious difference in layout and graphic design, we believe that persuasion techniques in the form of semiotic and rhetorical character used to sell a product does not differ significantly for the past compared to today. B) Propaganda is used more often in ads from the past then in the ads of today. The purpose of this paper has been to examine whether these hypothesis are correct or not. Our conclusion was based on a qualitative image- and rhetoric analysis applied to six ads from the past (40’s, 50’s and 60’s) and six ads from the present (2010) and the research of how propaganda is used. It was concluded that the hypothesis was not true, instead, we could see during the sixties that led to a different type of ad, a type that is more consistent with today's ads.

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