Dina styrkor gör oss starkare : En kvantitativ och semiotisk analys av Försvarsmaktens marknadsföring genom reklamfilmer

Sammanfattning: This study examines how The Swedish Armed Forces (SAF) communicates via their commercials and how this may affect their brand. The Swedish Armed Forces has always been an important authority and their priority is to prevent war and crisis in Swedish society. According to SAF themselves, one of their strategies with using commercials frequently is to attract potential recruits. Even though this is their goal, the SAF hasn't always been as open minded as today. In fact it’s been a relatively closed authority in earlier years, according to previous research. This has created a lack of knowledge among the public regarding what they do. This study compares two time periods to see if their commercials have changed. The first time period extends from 2011 until 2016 and the second period extends from 2017 to 2022. The theories that are applied to this study are semiotics, framing and representation theory and the methods that are used are a quantitative content analysis and a semiotic analysis. By using these theories and methods it might be possible to discover similarities and differences in the commercials and also to seek for a greater meaning in the empirical material. The reason why this topic is interesting to research is because the SAF is one of the most important authorities in Sweden and also because Sweden re-introduced compulsory conscription in 2017. Because of that it is of importance that the SAF appears as an attractive brand and a good employer. The result of the study states that the commercials have developed a lot over years and that they nowadays exhibit several parts within the SAF and that they represent diversity. In earlier years only one type of human was represented in their films but by the years they have included humans with different ethnicities, gender, sexuality and lifestyles within their films. They also show parallels between daily life and the life within the armed forces. By doing this they appear to be closer to the people which creates a feeling of safety and importance towards their work.