Established brands often market themselves in the same way as they've always done. There are two main reasons for this, it has worked before and general marketing strategies tells them to do so. However, a fairly new branch of marketing research have found that incongruent marketing may be a better way for an established brand to communicate to their target groups. This thesis is all about incongruency. Previous research in the area of incongruency have never dealt with aesthetics of the incongruent ads.

In recent years more and more people have been sick-listed due to stress and it has happened to more women than men. The purpose of this paper is to see if recoveringfrom stress related states of ill-health can be promoted through participation in a stress management course. Five women who were or had been sick-listed and had participated in the life management course were interviewed. The results show that the course was an important forum for expressing emotions. The participants were more positive about the future after than before they entered the course.

Conjunctival swabs from 12 cats in a Swedish animal shelter were analyzed by real-time PCR for FHV-1, Mycoplasma felis and chlamydiae. The purpose of this study was to see whether and to what extent these agents can be detected and if they were detected from cats housed in quarantine or in the adoption department. Samples were first taken upon arrival at the quarantine and then a second sample was taken two weeks after moving to the adoption department, or upon presentation of signs of disease. The cats spent the quarantine period in two separate quarantines: five in a new quarantine (quarantine A) and seven in a room in the old shelter (quarantine B). The difference between these quarantines was that in B the cats were often mixed together ant the hygiene routines were not as good as in quarantine A.

How do gender and socioeconomic backgrounds affect students? academic performance, educational choices and attitudes towards education? Moreover, does class play the same role for girls and boys? In order to find this out, I surveyed students in a small province located in the northern inlands of Sweden. The survey was answered by nearly every student in the ninth grade of that year, a total of 160 people. The results revealed that girls in this area have less faith in their capabilities than boys, despite getting much better grades. Many more girls than boys want to go onto college or university studies.

This paper examines dialect as a rhetorical means of persuasion. A survey containing inquires about four different Swedish dialects have been handed out mainly in Södertörn University and Stockholm University, in order to research the values and connotations of theese dialects. The four chosen dialects are as following: Göteborgska, Stockholmska, Norrländska and Skånska. The results of the survey are processed and compiled to see which attitudes these values and connotations may indicate to each dialect. These attitudes and values are then discussed in correlation with five rhetorical theories: Attitude as a means of persuation, Ethos, Persona, Rhetorical Agency and Pierre Bourdieu?s theory of Field and Habitus.

This study indicates that research about men and masculinity does not appear to have advanced as far as research about women and femininity. Similarly to attitudes concerning women and femininity, clear norms and attitudes regarding men and masculinity pervade society. Hence, there is a clear need for further research within this field to be carried out. This study, with the support of previous research, looks at gender norms which exist in educational material and the impact it might have on students. Against this backdrop, the author has focused the analysis on one textbook as educational material at upper secondary level with particular emphasis on masculinity and its associated norms.

It?s not a new occurrence that girls have higher grades than boys. Statistics show the same at the Kallinge school in Ronneby. There is a great difference between boys and girls in their grades from the ninth class. There are many different factors that affect the pupils.

Background:Mental illness has increased in Sweden and the individuals seeking care expect to be met with respect. The way patients perceive themselves to be treated by health care professionals plays a central part to care and treatment of patients, and the patients experience will decide how future care will proceed. The majority of complaints from patients with mental illness suggest that the way they are treated in health care is inadequate. For people with mental illness it is crucial how they perceive themselves to be treated since poor treatment can lead to reluctance in seeking future help. Aim: The purpose of this study was to describe how people with mental illness perceive themselves to be treated in primary health care.

Introduction: The current research shows that cannabis use is increasing, while alcohol use is decreasing in many countries. The reason for the increase is considered to be the increased availability and that adolescents attitudes towards cannabis has become more liberal. Aim: This qualitative study aimed to examine adolescents attitudes and knowledge about cannabis. Methods: Data has been collected from focus group interviews with adolescents aged 15-18 years, in a west Swedish municipality. Participants were recruited through visits to secondary and upper secondary schools.

As a great deal of people spend more time with their cell phones and computers than with magazines and TV, markets have begun to explore marketing possibilities in digital media. A common form of marketing in digital media is sponsorship of the cyber stars of the Internet - the bloggers. Sponsorship of bloggers has proven to be a highly efficient method for brands to gain attention and Positive attitudes, as bloggers are regarded as fashion icons as well as reliable friends. Another up-to-date marketing strategy that has proved successful in gaining consumer attention is the use of incongruent elements in ads. Incongruence challenges consumer expectations and thereby demands attention.

 Euro barometer surveys show quite an astonishing change in Turkish opinion towards European Union. In 2004, 73 % of the population considered EU as a good thing. In 2008, only 49 % were of the same opinion. At the same time, skepticism towards European integration is explained differently in earlier research. Some scholars claim that partisanship may explain attitudes of citizens better than ?cost and benefit? approaches.

This paper examines dialect as a rhetorical means of persuasion. A survey containing inquires about four different Swedish dialects have been handed out mainly in Södertörn University and Stockholm University, in order to research the values and connotations of theese dialects. The four chosen dialects are as following: Göteborgska, Stockholmska, Norrländska and Skånska. The results of the survey are processed and compiled to see which attitudes these values and connotations may indicate to each dialect. These attitudes and values are then discussed in correlation with five rhetorical theories: Attitude as a means of persuation, Ethos, Persona, Rhetorical Agency and Pierre Bourdieu?s theory of Field and Habitus.

The aim of this study was to examine young adult cannabis users? attitudes towards cannabis and their perception of the normalization of cannabis. The purpose was also to explore how their views of cannabis correspond with norms regarding cannabis. This study is based on interviews with five young adult cannabis users. The theoretical framework is based on Parker?s normalization thesis, Goffman?s notion of stigma, Becker?s definition of outsiders and the definition of social identity developed by Stone.

The purpose of this paper is to examine different attitudes regarding freedom of information and how libraries should fulfil their information-task represented by four organisations. The organisations are important in shaping the Swedish public libraries in different ways. The purpose is to examine in what ways their definition of information freedom may differ from one another and what that means in defining the public library. For the survey the qualitative textual analysis has been used for examining the documents and websites that are part of the debate about the public library and information freedom. We chose to interview representatives of four organisations that in different ways influence the shaping of the public library.

Different institutional and culture contexts are argued to create differences in fathers practices and attitudes toward fatherhood. By in-depth interviews with swedish and spanish fathers, this Bachelor thesis aims to describe fathers experiences and attitudes toward fatherhood and how they relate to the institutional and culture context. The selection of swedish and spanish fathers aims to illustrate differences and similarities in two welfaremodels that differ. The main difference was how social policy provoces differences in the distribution between paid and non-paid work, where the spanish fathers remain as the main breadwinner. Differences also appeared in attitudes toward formal care.