The purpose of this thesis is to describe the marketing channels Gen Y is exposed to, uses and is influenced by. The thesis also seeks to comment on whether there are other factors, in addition to the marketing channels described, which influence Gen Y in their consumption choices. In addition, we intend to develop knowledge about whether the generalizations of Gen Y have any bearing, or if they are only assumptions with no support. From the empirical results, we have seen a consensus among the respondents concerning which properties they want Commercials to hold, but they differ in their opinions regarding which marketing channels the Commercials should be distributed through. Overall, the respondents want the Commercials to be entertaining, relevant to their interests, and they want to be able to choose themselves whet­her to take part of them or not..

The goal in doing this study has been studying public interpretations of media content in the Commercials that this study uses. The analysis was based on two TV Commercials for feminine hygiene products. Initially, they seemed to differ from each other, but soon the question whether or not they in fact did convey the same underlying message was raised. The theoretical premises on which the study was founded on are the gender perspective in advertising and the social construction of gender. To reveal the hidden signs appearing in these Commercials and to find out their meanings, we used the method of semiotic analysis.

The foundation for this thesis lies in whether or not, and how, the body representation in printed Commercials, specific products directed to the body (shampoo, body lotion etc.), has changed during the last fifty years. Four years have been chosen because of the changes in society that we believe might have had an impact. The Commercials that have been picked out are the ones that best represent the general view of the body. We have found that the changes when it comes to body presentation has followed the social development to a certain degree, but it is difficult to say how much the society has had an affect on the body ideal in advertising. Representations of the male body is something that has escalated since the early 70?s, fifteen years earlier few Commercials was made with male models, and the few there were, never showed more than the face.

Almost every commercial in television nowadays aim to sell a product or service. This researchpresents two big actors in the grocery chain and their respective Commercials. The two actors thatare presented in this research are Lidl and Coop. Both Lidl and Coop are among the largest grocerychains in Sweden. By examine two Commercials from each company we aim to find how theirCommercials are structured.

This paper sets out to investigate how companies can create advertisement that focus not only on selling but also on entertainment. The research is based on seven TV-Commercials produced by the Swedish food chain ICA. The Commercials were analyzed according to the methods of discourse analysis, semiotic analysis and rhetorical analysis. Furthermore, the research compares the analysis made with the thoughts and ideas of Tobias Karlsson, Head of marketing and communications development at ICA to find out how the comprehension of the Commercials correlate with the original intentions made by the company.The study shows that ICA creates a commercial that contains the perfect mix of rhetorical approaches, communication strategies and entertainment mixed with gravity. The study also shows that ICA fails with its primary goal which is to sell selected products; however, by producing the entertaining Commercials, they manage to strengthen their brand.

Title: Law of Marketing ? A Descriptive Study of Marketing in Sweden and Italy with focal point on TV-Commercials(Marknadsföringsrätt ? En deskriptiv studie av marknadsföring I Sverig och Italien med inriktning på TV-reklam) Number of pages: 34 Author: Astrid Lidman Tutor: Göran Svensson Course: Media and Communication C Period: Fall -09 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: My goal with this study is to see the differences and similarities that can be found in the Swedish and Italian Law of Marketing. I want to compare the results to see how our different laws are still able to reach the same results concerning the protecting of our public from bad advertisement. Material/Methods: I?ve been reading laws concerning marketing. I started out my research from different commissions from EU.

Study objects: Three different productions companies which the authors have chosen to be anonymous. Purpose: The purpose with this study is to examine why production companies choose to use 3D-animations in television Commercials, and what different kind of aspects affects their decisions. Theoretical: The theoretical chapter reviews the history of 3D-animation andtelevision Commercials and other fields that will be relevant laterin the analysis and discussion. Method: A case study has been made on three different companies, two of the companies are active in post-production and the other one is active in the consulting area. Data was collected through semistructured interviews with two of the companies.

Study objects: Three different productions companies which the authors have chosen to be anonymous. Purpose: The purpose with this study is to examine why production companies choose to use 3D-animations in television Commercials, and what different kind of aspects affects their decisions. Theoretical: The theoretical chapter reviews the history of 3D-animation andtelevision Commercials and other fields that will be relevant laterin the analysis and discussion. Method: A case study has been made on three different companies, two of the companies are active in post-production and the other one is active in the consulting area. Data was collected through semistructured interviews with two of the companies.

Payday loans are becoming a challenge of increasing gravity for society. Statistics show that the number of young adults with financial issues related to such loans has been growing over the past few years. Despite efforts to halt this trend, little is changing. Government mandated warning labels in Commercials are typically used to inform about the risks associated with the consumption of certain goods and services, such as alcohol and tobacco. Despite issues related to payday loans, there is currently no legislation in Sweden mandating the inclusion of warnings in marketing of such loans.

In 2010 Swedish political parties used Commercials broadcasted on TV for the first time in order to gain votes in a general election. In connection with the election the parties were criticized for not succeeding to formulate a story to the voters that conveyed how they wanted to change Sweden. In this paper I use central concepts from rhetoric, storytelling, postmodernism and psychology to formulate three demands each on the narrator, the story and its reception. Using the resulting image of what distinguishes a good narrator, a good story and a good reception as a starting point, I investigate to what extent the critique was justified. My findings indicate that the degree to which the Commercials fulfill these demands vary greatly.

Media affects our views of the world and plays a large part in creation and dissemination of social representations. Through media?s increasing importance, people and organizations need to work harder to stand out among the large amounts of brands that exists today.In 2013, Umea? Energi launched a commercial concept about Dolf and Ja?rven, two characters living in Lill-Grobban, a fictional village outside of Umea?. The aim of this qualitative study is to examine how Umea? Energi uses stereotypes in the commercial concept Dolf and Ja?rven and how this affects the respondents, and in the long run the stereotypification of norrlandians.

Purpose/ Aim: The purpose is to study how receivers create meaning from celebrities in Commercials. The purpose is also to find out if individuals identify with celebrities and if this is depending on a person?s age.Material/ Method: Qualitative research method based upon focus group interviews with three different age groups and on litterature.Main results: The study shows that recievers create meaning from and identify themselves with celebrities in different ways depending upon wich age group they are a part of. Individuals who are between the ages of 15 to 18 are inclined to be inspired in clothing and food choices. 25 to 30-yearolds are sometimes inspired by celebrities? clothes but when it comes to the forming of their identity they look to their peers.

Studies show that product placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can?t confirm nor deny that claim, but instead we offered the observation that as a communication method, product placement and TV-Commercials are more similar than revealed at first glance.Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford?s own Commercials.This doesn?t hold true for all companies.

The overall purpose of this study has its starting point in theories about the consuming society and its advertising. I have examined what kinds of methods that are being used in TV-Commercials for beauty products, to influence the consumers. To study advertising, a semiotic method, symbolic interactionism and other theories which discuss symbols and influences, have been used. Six different TV-Commercials for beauty products have been examined.The results from this study indicate that the advertiser apply to feelings such as, happiness, a sense of satisfaction, status and success, to affect the consumers behaviour. The findings in this research are discussed in the light of different theories which deal with the significance and the meaning of symbols..

The purpose of this paper is to analyse, identify and clarify:- The integration of music and brands in Commercials that are created for television, cinema or internet,- The effects that this integration has for the involved parties and the movie that is being created.Music is a big part of today's society and advertising is a big part of people's everyday lives. It is therefore natural that music in advertising can have the power to affect, attract, influence and interest human beings. We think that the music in Commercials is a fascinating subject to study because the phenomenon is relatively unexplored in the academic sphere. The knowledge of the synchronization process of music and Commercials is also becoming increasingly important for involved parties to understand and manage. The essay is developed through a qualitative methodology.  We have conducted six interviews, with different players who all have extensive experience and knowledge about the chosen topic.