Systembolaget och unga : En studie om hur systembolagets reklamfilmers budskap tas emot

Sammanfattning: Abstract
  Title:Systembolaget och unga - En studie om hur Systembolagets reklamfilmers budskap tas emot  Authors: Frida Johnsson, Evelina Josefsson, Minda Landgren  Aim: The aim with this essay is to analyze how the target audience 18-19-year olds, and consumers of Systembolaget, the target audience of 20- 25-year olds, are affected by two specific commercials named “Systrar” and “Bröder” and furthermore examine whether the commercials have a deterrent effect on the audience or not. The questions the essay answers are “How do 18-19-year olds perceive that they are affected by the campaign films?” and “How do 20-25-year olds perceive that they are affected by the campaign films?”. This essay uses the methods qualitative analysis and focus group interviewand is based on the theoryEncoding/Decoding. In conclusion Systembolaget uses emotions to convey their message. To the audiences the commercials are not as deterrent as one might first imagine.   Number of pages: 56 Course: Media and Communication studies C Department: Department of Informatics and Media University: Uppsala University Period: Autumn 2018 Tutor: Per Gunnar Holmlöv Keywords: Ungdomar, Systembolaget, Alkohol, Reklamfilm, Encoding/Decoding, Teman, Koder, Kontext