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Den öldrickande norrlänningen: En kvalitativ analys av Norrlands Guld
Umeå University, Faculty of Arts, Department of culture and media studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The beer drinking population of northern Sweden : A qualitativ analysis of Norrlands Guld (English)
Abstract [en]

The aim of this study is to examine what the company Spendrups communicates through their brand Norrlands Guld. Also how their commercials produces stereotypes and imaginations of northern Sweden. The study uses two methods, a semiotic analysis of six beer commercials from Norrlands Guld and an interview with representing from Spendrups. The theories which this study is built on are branding and stereotypes. The six commercials consists of three older and three newer. They all have the same message with similar storytelling, but with different frontfigures. The message of the commercials is “when you want to be yourself for a while”. The result of the analysis is that the commercials of Norrlands Guld produce stereotypes of both the population and the environment of northern Sweden. Norrlands Guld has built an image that produces the stereotypic man from the northern Sweden as a quiet, withdrawn man who drives moped or a scooter, lives in a bachelor pad and often hangs out in the bar. An interview with Henrik Åström from Spendrups confirms that this is aware act from Spendrups, who is fully aware that the brand is built on stereotypic images. A Spendrups matter of the heart is that people who drink the beer Norrlands Guld are supposed to feel connection to each other. The consequence of using stereotypes in commercials is that people intend to believe that everyone in the north of Sweden are quiet and lives in small bachelor pads drinking Norrlands Guld. This produces an image of the north of Sweden which is constructed through commercials and visual communication, where there commercials of Norrlands Guld is one of them.

Place, publisher, year, edition, pages
2013. , 29 p.
Keyword [en]
Norrlands Guld, stereotypes, brand, semiotic, the north of Sweden
Keyword [sv]
Norrlands Guld, stereotyper, varumärke, semiotik, norra Sverige
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-86512OAI: diva2:699689
Educational program
Programme in Media and Communication Studies
Available from: 2014-02-28 Created: 2014-02-28 Last updated: 2014-02-28Bibliographically approved

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