Sökning: "strategic communication brand communication sustainability sustainability discourses environmentally harmful industries critical discourse analysis multimodal discourse analysis KLM"

Hittade 1 uppsats innehållade orden strategic communication brand communication sustainability sustainability discourses environmentally harmful industries critical discourse analysis multimodal discourse analysis KLM.

1. 1. Att konstruera ett hållbart varumärke i en ohållbar industri

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Matilda Bengtsson; Felicia Svedhage; [2020]
   Nyckelord :strategic communication brand communication sustainability sustainability discourses environmentally harmful industries critical discourse analysis multimodal discourse analysis KLM; Social Sciences;

   Sammanfattning : This study aims to deepen the understanding of how companies within environmentally harmful industries are able to construct sustainable brands by producing current sustainability discourses. This is done by using a critical discourse analysis and a multimodal critical discourse analysis on the “Fly Responsibly” campaign from 2019 by the airline company KLM Royal Dutch Airlines, which consist of a website as well as a commercial video. LÄS MER