How to analyze identification in storytelling?
(2022) SPVR01 20221Rhetoric
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:
http://lup.lub.lu.se/student-papers/record/9091315
- author
- Pålsson, Felix LU
- supervisor
- organization
- alternative title
- A discussion on the second persona in storytelling from a Burkean perspective
- course
- SPVR01 20221
- year
- 2022
- 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}}, }