Retorik och semiotik i reklam : En jämförelse mellan tidningsannonser och internetbanners

Sammanfattning: Advertising is something that we get in touch with on a daily basis and more or less everywhere. Advertising is used in different mediums, such as magazines, television, radio, internet, cellphones et.c. The aim of the present study is to find out if there are any recurrent dissimilarities how advertising is constructed among the mediums regarding rhetorical and semiotical theories. Two different mediums have been chosen for a comparison, printed advertisments versus internetbanners. The study has been based on a total of ten qualitative image analyses. To get a spread among the input material regarding the adverts, five different types of businesses have been chosen from a set of criteria that has been decided for this specific study. From every type of business, one advertisment from magazines or newspapers and one type of internetbanner have been chosen and have resulted in a total of five pair of matches which has been analyzed with an image analysis model. The result of this study clearly showed that there are recurrent dissimilarities among the two analyzed mediums. Adverts in magazines or newspapers contained generally more text than the internetbanners did, the adverts in papers also used more arguments than the internetbanners. The result also showed that the adverts in the papers contained more rhetorical figures than the internetbanners did. One potential reason why there were less text in the internet banners may be due to the phenomena called Banner blindness and the differences of the mediums.