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Konsten att konstruera ett ursprung

Palmerot, Oskar LU ; Jeppsson, Line LU and Starck, Carolina LU (2015) SKOK01 20151
Department of Strategic Communication
Abstract
In today's globalized society, a dissonance may occur in the consumer's perception of multi-national brands if the brands are perceived to be associated to a multitude of national origins that represents contradictory market values. This study intends to examine how this disso-nance may be coped with through the use of myths in the brand's marketing toward the por-trayed population. Through this perspective, the study aims to nuance the previous research conducted in the field of country of origin-studies. The method of the study is hermeneutic and a qualitative analysis of documents has been undertaken on three commercials from the Volvo campaign Made by Sweden that has been supplemented by a focus group interview. Six myths about Sweden... (More)
In today's globalized society, a dissonance may occur in the consumer's perception of multi-national brands if the brands are perceived to be associated to a multitude of national origins that represents contradictory market values. This study intends to examine how this disso-nance may be coped with through the use of myths in the brand's marketing toward the por-trayed population. Through this perspective, the study aims to nuance the previous research conducted in the field of country of origin-studies. The method of the study is hermeneutic and a qualitative analysis of documents has been undertaken on three commercials from the Volvo campaign Made by Sweden that has been supplemented by a focus group interview. Six myths about Sweden and Swedishness could be derived from the empirical material through a semiotic analysis. Our study concludes that the construction of myths in brand communication must derive from a nuanced understanding of what defines the portrayed na-tionality in order to give an authentic depiction. Through the naturalizing effect of the myths in the brands communication, the brand in fact influences the definition of what is considered to be a authentic portrayal of the nationality and what it stands for. (Less)
Abstract (Swedish)
I dagens globaliserade värld kan en dissonans uppstå i konsumentens uppfattning av multinat-ionella varumärken när varumärkena upplevs härröra ur flera nationella ursprung som står för olika marknadskommunikativa värden. Denna studie ämnar undersöka hur denna dissonans kan överbryggas genom användandet av myter i varumärkens marknadskommunikation gentemot den gestaltade befolkningen. Genom detta perspektiv ämnar studien att nyansera den tidigare forskning som bedrivits inom fältet country of origin. Studiens analysmetod är hermeneutisk och en kvalitativ dokumentanalys av tre reklamfilmer ur Volvos kampanj Made by Sweden har genomförts samt kompletterats med en fokusgruppsintervju. Genom en semiotisk analys kunde sex stycken myter om... (More)
I dagens globaliserade värld kan en dissonans uppstå i konsumentens uppfattning av multinat-ionella varumärken när varumärkena upplevs härröra ur flera nationella ursprung som står för olika marknadskommunikativa värden. Denna studie ämnar undersöka hur denna dissonans kan överbryggas genom användandet av myter i varumärkens marknadskommunikation gentemot den gestaltade befolkningen. Genom detta perspektiv ämnar studien att nyansera den tidigare forskning som bedrivits inom fältet country of origin. Studiens analysmetod är hermeneutisk och en kvalitativ dokumentanalys av tre reklamfilmer ur Volvos kampanj Made by Sweden har genomförts samt kompletterats med en fokusgruppsintervju. Genom en semiotisk analys kunde sex stycken myter om Sverige och svenskhet identifieras i det empiriska materialet. Vår studie visar att konstruktionen av myter i varumärkeskommunikationen måste vara förankrad i en nyanserad förståelse för vad som definierar den gestaltade nationaliteten för att uppnå autenticitet. Dock bidrar även kommunikation, genom mytens naturaliserande verkan, till att definiera vad som upplevs vara en autentisk bild av den gestaltade nationaliteten och vad den står för. (Less)
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author
Palmerot, Oskar LU ; Jeppsson, Line LU and Starck, Carolina LU
supervisor
organization
alternative title
The art of constructing an origin
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
country of origin, nation identity, myths, semiotics, Volvo, marketing communication, brand communication, nationell identitet, myter, semiotik, marknadskommunikation, varumärkeskommunikation
language
Swedish
id
5463497
date added to LUP
2015-06-12 08:08:35
date last changed
2015-06-12 08:08:35
@misc{5463497,
  abstract     = {In today's globalized society, a dissonance may occur in the consumer's perception of multi-national brands if the brands are perceived to be associated to a multitude of national origins that represents contradictory market values. This study intends to examine how this disso-nance may be coped with through the use of myths in the brand's marketing toward the por-trayed population. Through this perspective, the study aims to nuance the previous research conducted in the field of country of origin-studies. The method of the study is hermeneutic and a qualitative analysis of documents has been undertaken on three commercials from the Volvo campaign Made by Sweden that has been supplemented by a focus group interview. Six myths about Sweden and Swedishness could be derived from the empirical material through a semiotic analysis. Our study concludes that the construction of myths in brand communication must derive from a nuanced understanding of what defines the portrayed na-tionality in order to give an authentic depiction. Through the naturalizing effect of the myths in the brands communication, the brand in fact influences the definition of what is considered to be a authentic portrayal of the nationality and what it stands for.},
  author       = {Palmerot, Oskar and Jeppsson, Line and Starck, Carolina},
  keyword      = {country of origin,nation identity,myths,semiotics,Volvo,marketing communication,brand communication,nationell identitet,myter,semiotik,marknadskommunikation,varumärkeskommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Konsten att konstruera ett ursprung},
  year         = {2015},
}