Memes i marknadsföring : En visuell semiotisk analys av Comviqs reklamfilm ’Orkestern’

Sammanfattning: This thesis examines how the Swedish telecom company Comviq utilizes the meme formatknown as Trumpet Boy in their commercial Orkestern from 2018. The study makes use of aqualitative comparative semiotic analysis to decode signs present in both the referencematerial and the video advertisment. This study relies on the theoretical basis of Stuart Hall’stheory of representation, Linda Hutcheon and Siobhan O’Flynn’s theory on adaption andHenry Jenkins’ theory on transmedia storytelling.The study finds that Orkestern makes use of the fundamental concepts and imagery found inboth the original still image and a remix of the Trumpet Boy meme format. AlthoughOrkestern can be seen as an adaptation or paraphrase of the aforementioned meme, it alsotakes liberties with the implementation of said concepts. The core elements attributed to thememe can be found in Orkestern but while a reference is being made, it’s not being copied, inmuch the same way as memes are paraphrased by users of social media platforms.