Konsten att konstruera ett ursprung
Sammanfattning: In today's globalized society, a dissonance may occur in the consumer's perception of multi-national brands if the brands are perceived to be associated to a multitude of national origins that represents contradictory market values. This study intends to examine how this disso-nance may be coped with through the use of myths in the brand's marketing toward the por-trayed population. Through this perspective, the study aims to nuance the previous research conducted in the field of country of origin-studies. The method of the study is hermeneutic and a qualitative analysis of documents has been undertaken on three commercials from the Volvo campaign Made by Sweden that has been supplemented by a focus group interview. Six myths about Sweden and Swedishness could be derived from the empirical material through a semiotic analysis. Our study concludes that the construction of myths in brand communication must derive from a nuanced understanding of what defines the portrayed na-tionality in order to give an authentic depiction. Through the naturalizing effect of the myths in the brands communication, the brand in fact influences the definition of what is considered to be a authentic portrayal of the nationality and what it stands for.
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