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Oberoende av kulturen vill alla ha det perfekta hemmet

Oderich Linke, Marcela LU (2012) MKVK03 20121
Media and Communication Studies
Abstract
This thesis is an analysis of five IKEA commercials that were produced for different contexts and different target groups: one that was played in many countries, one for North America, one for Australia, one for Poland and one for Italy. These commercials were analysed on three different levels, with every level of analysis based on the findings on the preceding level. The first level is an analysis based on semiotic and rhetoric theories and is the level that is closest to the empirical material and furthest away from society theories. The most interesting and, some common characteristics found in the first level are analysed in depth on the second level, and the similarities and dissimilarities between the commercials are analysed to... (More)
This thesis is an analysis of five IKEA commercials that were produced for different contexts and different target groups: one that was played in many countries, one for North America, one for Australia, one for Poland and one for Italy. These commercials were analysed on three different levels, with every level of analysis based on the findings on the preceding level. The first level is an analysis based on semiotic and rhetoric theories and is the level that is closest to the empirical material and furthest away from society theories. The most interesting and, some common characteristics found in the first level are analysed in depth on the second level, and the similarities and dissimilarities between the commercials are analysed to find the deeper meaning in the message. The third level takes the results of the first two levels of analysis and puts it into a context with base in the globalisation and consumption society theories.
This study generates theories about the myth of the ideal home that is portrayed in all the commercials, but in different ways, so that it works within their respective cultural contexts. Aspects of how IKEA can be perceived are also found in the commercials and analysed to understand how they relate to the company’s core values. The analysis further shows the similarities in the structure of the commercials and based on theories found in different literary sources provides the reader with a better understanding of the possible reasons behind the described common characteristics.
The goal of this study is to highlight the connections between theories of globalisation and consumption society with the object of study. The study concludes that the commercials show clear influences of the mentioned theories and that semiotics and rhetoric are favorable methods for a deeper understanding of the meanings behind advertising. (Less)
Please use this url to cite or link to this publication:
author
Oderich Linke, Marcela LU
supervisor
organization
alternative title
En fallstudie om fem IKEA reklamfilmer och relation till konsumtionssamhälle och globalisering
course
MKVK03 20121
year
type
M2 - Bachelor Degree
subject
keywords
semiotik, reklamanalys, konsumtionssamhälle, IKEA, globalisering, det ideala hemmet, slogans, målgrupper
language
Swedish
id
2544020
date added to LUP
2012-09-04 13:20:37
date last changed
2014-09-04 08:35:59
@misc{2544020,
  abstract     = {This thesis is an analysis of five IKEA commercials that were produced for different contexts and different target groups: one that was played in many countries, one for North America, one for Australia, one for Poland and one for Italy. These commercials were analysed on three different levels, with every level of analysis based on the findings on the preceding level. The first level is an analysis based on semiotic and rhetoric theories and is the level that is closest to the empirical material and furthest away from society theories. The most interesting and, some common characteristics found in the first level are analysed in depth on the second level, and the similarities and dissimilarities between the commercials are analysed to find the deeper meaning in the message. The third level takes the results of the first two levels of analysis and puts it into a context with base in the globalisation and consumption society theories.
 This study generates theories about the myth of the ideal home that is portrayed in all the commercials, but in different ways, so that it works within their respective cultural contexts. Aspects of how IKEA can be perceived are also found in the commercials and analysed to understand how they relate to the company’s core values. The analysis further shows the similarities in the structure of the commercials and based on theories found in different literary sources provides the reader with a better understanding of the possible reasons behind the described common characteristics. 
The goal of this study is to highlight the connections between theories of globalisation and consumption society with the object of study. The study concludes that the commercials show clear influences of the mentioned theories and that semiotics and rhetoric are favorable methods for a deeper understanding of the meanings behind advertising.},
  author       = {Oderich Linke, Marcela},
  keyword      = {semiotik,reklamanalys,konsumtionssamhälle,IKEA,globalisering,det ideala hemmet,slogans,målgrupper},
  language     = {swe},
  note         = {Student Paper},
  title        = {Oberoende av kulturen vill alla ha det perfekta hemmet},
  year         = {2012},
}