Konsten att konstruera ett ursprung
(2015) SKOK01 20151Department of Strategic Communication
- 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)
- 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)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/5471393
- author
- Starck, Carolina LU ; Palmerot, Oskar LU and Jeppsson, Line LU
- supervisor
- organization
- alternative title
- The art of constructing an origin
- course
- SKOK01 20151
- year
- 2015
- 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
- 5471393
- date added to LUP
- 2016-06-09 16:04:19
- date last changed
- 2016-06-09 16:04:19
@misc{5471393, 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 = {{Starck, Carolina and Palmerot, Oskar and Jeppsson, Line}}, language = {{swe}}, note = {{Student Paper}}, title = {{Konsten att konstruera ett ursprung}}, year = {{2015}}, }