Konsten att övertyga

Sammanfattning: This report seeks answers to the questions "Do companies change the language and thus, the way they market themselves relative to the domestic / foreign market?" And "If so, how is that change manifested?". Relevant, for answering the questions, parts of pragmatics and picture semiotics are presented. In addition, earlier research on advertising language, research on how a viewer's attention might be captured in the most efficient way and research in methods of persuasion are presented. A comparative study of advertising material from three different Japanese and Swedish companies show how some companies change their marketing between the foreign and the domestic market and how others make little difference between the markets.