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Känslor, gemenskap och humor: En kvalitativ studie vad ICA kommunicerar via reklamfilmer
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Feelings, solidarity and humour: A qualitative study what ICA communicate through TV-commercial (English)
Abstract [en]

This thesis studies the Swedish food retailer ICA and commercial that’s been seen on television. The purpose of this study is to see how they communicate through media commercial and if they evolved throughout the years with a comparative study from the years 1980s, 1990s and 2000s and forward. With a definition on the movies depending on how long they are, if they have people in them or have a product in them. Which gave a total of nine videos, two from the 80s, four from the 90s and three from the 00s. The following questions has been answered throughout the thesis which are

  1. How ICA communicate through their commercial?

  2. How does they present products in the videos compared to the 80s, 90s and 00s?

  3. Which recurrent themes can you see in the commercial’s?

With help from theories about coding from Stuart Hall, marketing from Kotler, popular culture and semiotic this thesis could form itself and see how ICA made their videos. And also, with the methods that took place from the narrative steps from Shelby and Cowdery with a mix from the semiotic analytics. The thesis could see what’s been missing if a superficial analytic was made. The result gave an answer that ICA not only made a huge step from their original videos from 80s and 90s but also formed a story instead of just showing the public what was on sale. The themes that came through was feelings, solidarity and humour and is something that pervades these analytics. Humour is although a hard thing to see in the videos because people see it differently but so is feelings and solidarity. Although solidarity mostly made that feeling though the environment they presented. Feelings were also something that played on people’s own empathy and something they already felt.

Place, publisher, year, edition, pages
2018.
Keywords [en]
ICA, TV-commercial, 80s, 90s, 2000s, humour, solidarity, feelings, communication
Keywords [sv]
ICA, reklam, TV, kommunikation, narrativ, semiotik, representation
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146522OAI: oai:DiVA.org:umu-146522DiVA, id: diva2:1197012
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-11 Created: 2018-04-11 Last updated: 2018-04-11Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf