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How to analyze identification in storytelling?

Pålsson, Felix LU (2022) SPVR01 20221
Rhetoric
Master's Programme: Language and Linguistics
Abstract
This thesis examines the use of storytelling in advertising from a rhetorical perspective. Specifically, stories told in IKEA’s recent advertising campaign Där livet händer (Where life happens) will be analyzed. The purpose is to propose a way in which to analyze identification in storytelling. Departing from a Burkean perspective, building on Black’s concept of the second persona and Burke’s dramatism, this thesis puts forth the argument that IKEA successfully tells stories about an implied audience – “the Swede” – to which an actual audience – Swedish consumers – can rhetorically identify. Through close textual analysis of IKEA’s storytelling, this thesis concludes that the use of rhetorical devices – specifically metonymies understood... (More)
This thesis examines the use of storytelling in advertising from a rhetorical perspective. Specifically, stories told in IKEA’s recent advertising campaign Där livet händer (Where life happens) will be analyzed. The purpose is to propose a way in which to analyze identification in storytelling. Departing from a Burkean perspective, building on Black’s concept of the second persona and Burke’s dramatism, this thesis puts forth the argument that IKEA successfully tells stories about an implied audience – “the Swede” – to which an actual audience – Swedish consumers – can rhetorically identify. Through close textual analysis of IKEA’s storytelling, this thesis concludes that the use of rhetorical devices – specifically metonymies understood as idiomatic tokens orientated toward a Swedish Weltanschauung – may have a successful rhetorical effect upon Swedish consumers by process of identification. (Less)
Please use this url to cite or link to this publication:
author
Pålsson, Felix LU
supervisor
organization
alternative title
A discussion on the second persona in storytelling from a Burkean perspective
course
SPVR01 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
audience, dramatism, Där livet händer, identification, IKEA, metaphor, metonymy, persona, persuasion, rhetoric, storytelling, Weltanschauung
language
English
id
9091315
date added to LUP
2022-06-22 09:51:39
date last changed
2022-06-22 09:51:39
@misc{9091315,
  abstract     = {{This thesis examines the use of storytelling in advertising from a rhetorical perspective. Specifically, stories told in IKEA’s recent advertising campaign Där livet händer (Where life happens) will be analyzed. The purpose is to propose a way in which to analyze identification in storytelling. Departing from a Burkean perspective, building on Black’s concept of the second persona and Burke’s dramatism, this thesis puts forth the argument that IKEA successfully tells stories about an implied audience – “the Swede” – to which an actual audience – Swedish consumers – can rhetorically identify. Through close textual analysis of IKEA’s storytelling, this thesis concludes that the use of rhetorical devices – specifically metonymies understood as idiomatic tokens orientated toward a Swedish Weltanschauung – may have a successful rhetorical effect upon Swedish consumers by process of identification.}},
  author       = {{Pålsson, Felix}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{How to analyze identification in storytelling?}},
  year         = {{2022}},
}