Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Inhemskt producerad, globalt distribuerad, målgrupp negligerad?

Maelum, Johan LU ; Olsson, Anton LU and Lorichs, Ludvig LU (2021) FEKH29 20202
Department of Business Administration
Abstract (Swedish)
Syfte: ​S​yftet med studien är att undersöka kulturell påverkan av kreativa inslag i standardiserad
reklam. Med studien vill författarna bidra marknadsföringsbyråer med en utökad förståelse för hur den kultur som är associerad med landet inom vilken byrån agerar kan ha en omedveten påverkan på produktionen av reklamfilm.
Metod: ​I studien utför författarna en semiotisk innehållsanalys av standardiserad marknadsföring producerad inom Sverige och USA. Detta genom att analysera ländernas användning av visuella och audionoma perceptionsknep som tillsammans med frågor från The Torrance test of creative thinking ligger till grund för studiens empiriska resultat
Teori: ​Uppsatsens teoretiska grund är förankrad i forskning kring... (More)
Syfte: ​S​yftet med studien är att undersöka kulturell påverkan av kreativa inslag i standardiserad
reklam. Med studien vill författarna bidra marknadsföringsbyråer med en utökad förståelse för hur den kultur som är associerad med landet inom vilken byrån agerar kan ha en omedveten påverkan på produktionen av reklamfilm.
Metod: ​I studien utför författarna en semiotisk innehållsanalys av standardiserad marknadsföring producerad inom Sverige och USA. Detta genom att analysera ländernas användning av visuella och audionoma perceptionsknep som tillsammans med frågor från The Torrance test of creative thinking ligger till grund för studiens empiriska resultat
Teori: ​Uppsatsens teoretiska grund är förankrad i forskning kring kreativitetsmätning, den
påverkan perceptionsknep har på effektiviteten av marknadsföringskommunikation samt kulturell påverkan av vad som uppfattas vara kreativt. Information angående ländernas kulturella skillnader har sin grund i Hofstedes kulturdimensionsteori.
Empiri: ​Studieobjekten är standardiserade reklamfilmer producerade inom Sverige och USA vilka är avsedda att visas utomlands. Urvalet består av 8 svenskproducerade reklamfilmer från kategorin ​“Internationellt” i den svenska kommunikationstävlingen 100-wattaren, samt 8 reklamfilmer producerade i USA från tävlingen Effie awards tävlingskategorier “​Commerce & shopper: Awareness, Trial and Conversion” samt “​Global Multi-region: ​Media, entertainment, leisure & electronics”.
Resultat: ​Studiens resultat visar att standardiserade reklamfilmer som produceras inom Sverige
och USA är utformade för att passa den inhemska befolkningen. Analysen visar att reklamfilmer producerade i USA är utformade med fler informationspunkter, högre exponering av produkten och argument som i sin utformning är mer rationell och kopplad till low-context communication. Svenskproducerad standardiserad reklamfilm är mer konstnärlig, använder sig i högre grad av oväntade kombinationer, symbolik och kända personligheter för att förmedla sitt budskap. Inom dessa reklamfilmer är kommunikationen i högre grad än i USA av high-context communication. Detta går väl i linje med den påverkan som ländernas kulturella skillnader har på uppfattningen av olika inslag av marknadsföringskommunikation enligt Hofstedes studier. (Less)
Abstract
Purpose​: The purpose of the study is to investigate the impact that a country's culture has on the use of creative elements in standardized advertising. Thus contributing to the understanding of how the culture associated with a country in which a marketing agency operates can influence their production of commercials.
Methodology: The study is a content analysis of standardized commercials produced in Sweden and the US. The semiotic analysis provides information regarding the use of creative elements through an analysis of sound and visual elements which together with questions from The Torrance test of creative thinking formed the basis for the study's empirical results
Theoretical perspectives: The theoretical perspectives originate... (More)
Purpose​: The purpose of the study is to investigate the impact that a country's culture has on the use of creative elements in standardized advertising. Thus contributing to the understanding of how the culture associated with a country in which a marketing agency operates can influence their production of commercials.
Methodology: The study is a content analysis of standardized commercials produced in Sweden and the US. The semiotic analysis provides information regarding the use of creative elements through an analysis of sound and visual elements which together with questions from The Torrance test of creative thinking formed the basis for the study's empirical results
Theoretical perspectives: The theoretical perspectives originate in research on creativity measurement, the impact that perception tricks have on the effectiveness of marketing communication and the impact culture has of perceived creativity. The theoretical perspective regarding the cultural differences is derived from Hofstede's research on cultural dimensions
Empirical foundation: The empirical foundation of the study are standardized commercials produced in Sweden and the US, intended to be shown internationally. Of these, 8 commercials participated in the category ​"International" in the Swedish competition 100-wattaren, and 8 commercials participated in the categories "Commerce & shopper: Awareness, Trial and Conversion ” and “ Global Multi-region: Media, entertainment, leisure & electronics ” in the American competition Effie awards
Conclusions: Standardized commercials that are produced in Sweden and the US are created in a way that fits how the domestic population perceives communication and the use of creative elements. American commercials convey more information, have a higher degree of exposure of the product and use rational arguments that are perceived to be of low-context communication. Swedish commercials are more artistic, use unexpected combinations between objects, symbolism and famous personalities in their communication. In these Swedish commercials the communication used is to a greater extent perceived to be high-context communication. These results fit well with how Hofstede’s research predicted the influence that cultural differences have on the perception of creative elements of marketing communication among the population. (Less)
Please use this url to cite or link to this publication:
author
Maelum, Johan LU ; Olsson, Anton LU and Lorichs, Ludvig LU
supervisor
organization
alternative title
En komparativ analys av kulturell påverkan på kreativa inslag i svensk och amerikansk standardiserad reklamfilm
course
FEKH29 20202
year
type
M2 - Bachelor Degree
subject
keywords
Marknadsföring, Reklamstandardisering, Kultur, Semiotik, Perceptionsknep
language
Swedish
id
9041373
date added to LUP
2021-03-17 09:09:11
date last changed
2021-03-17 09:09:11
@misc{9041373,
  abstract     = {{Purpose​: The purpose of the study is to investigate the impact that a country's culture has on the use of creative elements in standardized advertising. Thus contributing to the understanding of how the culture associated with a country in which a marketing agency operates can influence their production of commercials.
Methodology: The study is a content analysis of standardized commercials produced in Sweden and the US. The semiotic analysis provides information regarding the use of creative elements through an analysis of sound and visual elements which together with questions from The Torrance test of creative thinking formed the basis for the study's empirical results
Theoretical perspectives: The theoretical perspectives originate in research on creativity measurement, the impact that perception tricks have on the effectiveness of marketing communication and the impact culture has of perceived creativity. The theoretical perspective regarding the cultural differences is derived from Hofstede's research on cultural dimensions
Empirical foundation: The empirical foundation of the study are standardized commercials produced in Sweden and the US, intended to be shown internationally. Of these, 8 commercials participated in the category ​"International" in the Swedish competition 100-wattaren, and 8 commercials participated in the categories "Commerce & shopper: Awareness, Trial and Conversion ” and “ Global Multi-region: Media, entertainment, leisure & electronics ” in the American competition Effie awards
Conclusions: Standardized commercials that are produced in Sweden and the US are created in a way that fits how the domestic population perceives communication and the use of creative elements. American commercials convey more information, have a higher degree of exposure of the product and use rational arguments that are perceived to be of low-context communication. Swedish commercials are more artistic, use unexpected combinations between objects, symbolism and famous personalities in their communication. In these Swedish commercials the communication used is to a greater extent perceived to be high-context communication. These results fit well with how Hofstede’s research predicted the influence that cultural differences have on the perception of creative elements of marketing communication among the population.}},
  author       = {{Maelum, Johan and Olsson, Anton and Lorichs, Ludvig}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Inhemskt producerad, globalt distribuerad, målgrupp negligerad?}},
  year         = {{2021}},
}