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Retorik och semiotik i reklam: En jämförelse mellan tidningsannonser och internetbanners
University West, Department of Economics and IT, Division of Media Production.
University West, Department of Economics and IT, Division of Media Production.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Advertising is something that we get in touch with on a daily basis and more or less everywhere. Advertising is used in different mediums, such as magazines, television, radio, internet, cellphones et.c. The aim of the present study is to find out if there are any recurrent dissimilarities how advertising is constructed among the mediums regarding rhetorical and semiotical theories. Two different mediums have been chosen for a comparison, printed advertisments versus internetbanners. The study has been based on a total of ten qualitative image analyses. To get a spread among the input material regarding the adverts, five different types of businesses have been chosen from a set of criteria that has been decided for this specific study. From every type of business, one advertisment from magazines or newspapers and one type of internetbanner have been chosen and have resulted in a total of five pair of matches which has been analyzed with an image analysis model. The result of this study clearly showed that there are recurrent dissimilarities among the two analyzed mediums. Adverts in magazines or newspapers contained generally more text than the internetbanners did, the adverts in papers also used more arguments than the internetbanners. The result also showed that the adverts in the papers contained more rhetorical figures than the internetbanners did. One potential reason why there were less text in the internet banners may be due to the phenomena called Banner blindness and the differences of the mediums.

Abstract [sv]

Reklam är något vi kommer i kontakt med dagligen mer eller mindre överallt. Den återfinns i olika medier, såsom tidningar, TV, radio, internet, mobiltelefoner etc. Målet med denna undersökning är ett ta reda på om det finns några återkommande skillnader i hur reklam utformas i olika medier, utifrån retoriska och semiotiska teorier. Två skilda medier har valts ut för en jämförelse, tidningsannonser och internetbanners. Undersökningen har baserats på totalt tio kvalitativa bildanalyser. För att få en spridning på analysmaterialet har fem olika branscher valts ut efter uppsatta urvalskriterier. Från varje bransch har en utvald annons från tidningar respektive internet bildat fem parmatchningar som har analyserats med hjälp av en bildanalysmodell. Resultatet av undersökningen visade konkret att det finns återkommande skillnader eftersom tidningsannonserna innehåller mer text och fler argument än internetbanners. Vidare finns det också en skillnad mellan medierna då tidningsannonser har en tendens till att innehålla fler retoriska figurer än vad internetbanners gör. En möjlig anledning till att det var mindre text i internetbanners skulle kunna härledas till fenomenet Banner blindness likaså skillnaderna som finns mellan medierna.

Place, publisher, year, edition, pages
2009. , 59 p.
Keyword [en]
Rhetoric, semiotics, banner blindness, internetbanners, paper ads, differences
Keyword [sv]
Retorik, semiotik, banner blindness, internetbanners, tidningsannonser, skillnader
National Category
Information Science
Identifiers
URN: urn:nbn:se:hv:diva-1592OAI: oai:DiVA.org:hv-1592DiVA: diva2:226569
Presentation
(English)
Uppsok
Technology
Supervisors
Examiners
Available from: 2009-07-02 Created: 2009-07-02 Last updated: 2009-10-14Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • ieee
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Output format
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