"En livsstil för en livstid" : En kvalitativ studie på konsumenters upplevelser av parodireklam inom det vita snusets marknadsföring

Sammanfattning: The purpose of this study is to shed light on the issues surrounding the marketing of white snus, which employs various means to downplay and beautify the product, thus normalizing it as part of everyday life. Using our analytical framework, we have developed spoof advertisements for white snus that convey this problematic nature. We then examine the strength of the message conveyed by using these parody advertisements as stimuli in two interview sessions to measure the experiences of active snus users. The aim of the study within a societal context is to investigate how parody advertisements can challenge prevailing societal structures by applying them in the context of the issues surrounding white snus.  This is done through the research questions: How can parody advertisements for white snus be designed to convey the issues in the marketing of white snus? How do users of white snus perceive the messages in the parody advertisements?. The analytical framework of the study encompasses semiotics, framing theory, storytelling in advertising and a model of caricature,  as well as previous research on culture jamming and parody advertisements. Using the analytical framework, parody advertisements were created based on two commercials produced by popular manufacturers of white snus, LOOP and VELO, which were then used as stimulus material during the interview sessions. The design process was initiated with a preliminary study in which suitable brands were identified and their advertisements analyzed semiotically, followed by the creation of the parody advertisements. Through focus group interviews with users of white snus, it was observed that the respondents generally understood and reacted to the message conveyed in the parody advertisement for LOOP. However, the discussion regarding the message and the feeling of captivity was limited due to the minimal elements and fictional representation in the advertisement. The parody advertisement for VELO prompted a more in-depth discussion, where respondents could relate to the depicted situation and gain a broader understanding of the consequences of their nicotine addiction. The responses were divided; some found the parody advertisement for VELO impactful, generating negative feelings towards the portrayed lifestyle, while others found it comforting, emphasizing positive sentiments towards the lifestyle.