Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

“Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

Røn Knudsen, Bjarke LU (2022) MKVM13 20221
Media and Communication Studies
Department of Communication and Media
Abstract
When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the
author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. Through reflections upon the empirical data collected through analysis, the author presents the outline of a pattern... (More)
When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the
author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. Through reflections upon the empirical data collected through analysis, the author presents the outline of a pattern observed wherein brand culture, primacy and recognition for the breweries concerned came under increasing pressure from the consumer public due to a combination of a generational shift in brand loyalties, changes in consumption patterns, societal realities, and customer sensibilities. (Less)
Please use this url to cite or link to this publication:
author
Røn Knudsen, Bjarke LU
supervisor
organization
course
MKVM13 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
national branding, brand culture, cultural citizenship, alcohol, beer, brand loyalty, cultural capital, cultural representation, alibi marketing, print advertising, qualitative content analysis, brand recognition, media authenticity, brand authenticity, media resistance, brand resistance, involuntary reception, jaded knowing, exoticism, commodification, semiotics
language
English
id
9079419
date added to LUP
2022-07-14 08:20:20
date last changed
2022-07-14 08:20:20
@misc{9079419,
  abstract     = {{When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the
author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. Through reflections upon the empirical data collected through analysis, the author presents the outline of a pattern observed wherein brand culture, primacy and recognition for the breweries concerned came under increasing pressure from the consumer public due to a combination of a generational shift in brand loyalties, changes in consumption patterns, societal realities, and customer sensibilities.}},
  author       = {{Røn Knudsen, Bjarke}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{“Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020}},
  year         = {{2022}},
}