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1. 1. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

   Master-uppsats, Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Författare :Bjarke Røn Knudsen; [2022]
   Nyckelord :national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

   Sammanfattning : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. LÄS MER