Sökning: "advertising. alcohol consumption"

Visar resultat 1 - 5 av 12 uppsatser innehållade orden advertising. alcohol consumption.

  1. 1. Indirekt reklam av alkohol på Instagram : En kvalitativ studie i hur Hernö Gin använder semiotiska resurser för att indirekt uppmana till konsumtionen av alkohol

    Kandidat-uppsats, Karlstads universitet/Institutionen för geografi, medier och kommunikation (from 2013)

    Författare :Filip Andersson; [2023]
    Nyckelord :Semiotic resources; advertising. alcohol consumption; indirect messages; Semiotiska resurser; reklam; alkoholkonsumtion; indirekta meddelanden;

    Sammanfattning : I det digitala samhället har reklamens utveckling och användning genomgått förändringar, där den visuella reklamen i sociala medier har blivit den mest framträdande formen av reklam. En särskilt kontroversiell typ av reklam är alkoholreklam, eftersom den kan påverka människor till ökad alkoholkonsumtion, vilket kan få negativa konsekvenser. LÄS MER

  3. 2. “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

  4. 3. The vision of the monopoly: An idea analysis of Systembolaget's campaign material through the decades

    Kandidat-uppsats, Lunds universitet/Europastudier

    Författare :Alicia Karvosenoja; [2022]
    Nyckelord :Systembolaget; Alcohol policy; Social Marketing; Welfare state; Qualitative idea analysis; Advertising campaigns; European Studies; Social Sciences;

    Sammanfattning : The purpose of this thesis is to examine the evolution of the Swedish state-owned company Systembolaget’s idea and message from 1970 to 2020 through advertising campaign material from each decade. The findings are then compared to Gösta Esping-Andersen’s welfare state model in Three worlds of Welfare Capitalism, changes in alcohol policy during that time period and the social marketing theory. LÄS MER

  5. 4. Alcohol advertising : A Minor Field Study in Cape Town.

    Kandidat-uppsats, Högskolan Dalarna/Bildproduktion

    Författare :Pavlina Arsova; [2018]
    Nyckelord :Advertise agency; alcohol advertising; sustainable marketing; ethics; moral myopia; moral;

    Sammanfattning : The purpose of this study was to examine marketers view of alcohol advertising. Focus have been on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender and celebrities. LÄS MER

  7. 5. The effect of Systembolaget’s communication on Swedish students consuming behaviour

    Magister-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Shehata Shady; Alexandre Crussaire; [2018]
    Nyckelord :Consuming behaviour; Theory of Reasoned Action; Health Belief Model; Systembolaget; Drinking behaviour; Sweden; Students;

    Sammanfattning : Background: Systembolaget is one of the distinctive features of Sweden. It is the only store allowed to sell alcohol above 3.5% of alcohol by volume. The aim of this government-owned company is to educate Swedish customers to engage into responsible drinking patterns. LÄS MER