The aim of this essay is to find some of the main developing tendencies in the advertisement genre during the period of 1930-2000. The analysis is based on three examples of Gevalia cinema and TV-advertisement. Research findings are the result of using theories from different but relevant sciences, which are media, linguistics and Rhetoric. Media studies help to explain the influence of the society and technology development on the advertising business. Linguistics and Rhetoric give the main methods and terminology for the basic as well as comparing analyses of the three advertisements in question.

The purpose of this essay is to perform a comparative study of first a pedagogical/Rhetorical and then a therapeutic method, to help students overcome their speech anxiety. My choice stayed at focusing on the academic world and the benefits offered to mainly students. I have chosen two institutions with long experience of work with speech anxiety: Instutionen of Swedish, Rhetoric and journalism at Södertörns Högskola and Student Health at Uppsala University. I want to find the advantages and disadvantages of the two universities and in no way define what is more favorable..

The purpose of this essay is to examine if there is any difference in the style of conversation between a municipal politician and a politician in parliament? In order to answer this question I have created two sub-questions that are more precise. The first question is: Are the municipal politicians more open to cooperate with politicians from other parties than the politicians from parliament? And the second question is: Is the Rhetoric between the politicians in parliament different than the Rhetoric between the municipal politicians?My study is a comparative case study with two different groups of politicians. With the help of a survey I have tried to examine if there are differences in the use of language in the daily work for the politicians.

Soundclash is a phenomenon where groups within the culture of reggae music ?battle? against each other, through strategies including both music and Rhetoric. The social interaction in the clash exemplifies the scene hierarchy, in which the participants aim to position themselves as number one. This study includes empirical material from a competition within the Swedish scene, also distributed digitally via Internet sites. The analysis is based on discursive psychology, focusing on Rhetoric and the construction of meaning.

In Jan Jagers and Stefaan Walgrave theory about populism as a political communication-style they claim that one can find this in the Rhetoric of political parties. In their study of Belgian politics they found that the extreme-right party Vlaams Block has embraced this populism to a larger extent than other parties. Based on this theory this thesis aims at finding populism as a communication-style in three different Swedish political parties with the purpose to see if the extreme-right party ?The Sweden Democrats? will show populism to a larger extent than other parties, as was the case in the Belgian study.Based on Jagers and Walgraves operational definition of populism as a political communication-style this thesis applies it to the Rhetoric of three different parties being ?The Social Democratic Party?, ?The Moderate Party? and ?The Sweden Democrats?. This is done in order to be able to clarify on the one hand if their theory is applicable to the Swedish case and on the other hand to what extent populism as a communication-style exists in Swedish political Rhetoric.The method for this thesis has been a qualitative text analysis since and leads to the result that Jagers and Walgraves theory of populism as a communication-style is applicable to the Swedish case and that ?The Sweden Democrats? to a larger extent uses this political communication style, than the two other parties..

The purpose of my research was to develop new knowledge about teachers' experiences of interaction between teachers and students with weak reading comprehension and how these teachers feel that the phenomenon of interaction is expressed in a school context. A focus-group interview with four teachers who have been employed between 4-25 years have been conducted with a hermeneutic research approach as a basis for understanding teachers' perceptions of the phenomenon of interaction. The results suggest that the interaction and communication is an important part of the work. In the communication and interaction results show that concepts such as dialogue, development , understanding and Rhetoric are tools that teachers work with in order to develop a better reading comprehension for students..

This thesis is a qualitative study in which 12 award-winning printed adverts, awarded with either a Swedish ?Guldägg? or an international Clio Award, have been analyzed from a Rhetorical perspective. Visual Rhetorics were used to analyze the adverts in order to expose the Rhetorical concepts and to find out whether the Rhetorical concepts represented in the Swedish adverts are the same concepts represented in the international adverts. One of the conclusions drawn is that pathos-arguments, a Rhetorical concept where the senders allude to the emotions of the receivers, are the most prominent in both Swedish and international adverts, but are used in different ways. Another conclusion drawn is that the adverts are overall characterized by their messages not being explicit.

The purpose of my research was to develop new knowledge about teachers' experiences of interaction between teachers and students with weak reading comprehension and how these teachers feel that the phenomenon of interaction is expressed in a school context. A focus-group interview with four teachers who have been employed between 4-25 years have been conducted with a hermeneutic research approach as a basis for understanding teachers' perceptions of the phenomenon of interaction. The results suggest that the interaction and communication is an important part of the work. In the communication and interaction results show that concepts such as dialogue, development , understanding and Rhetoric are tools that teachers work with in order to develop a better reading comprehension for students..

This essay was written in order to elucidate how the priests-to-be and working priests experience the preparation for preaching during their training and if their identity as preachers depends on their preaching; how they refer to Rhetoric and what the preparation training looks like.There is no Swedish research within this field, and even the existing international studies concentrate mostly on writing preparation within other occupations, e.g. economics, health care and public sectors. These studies also show that there are several discrepancies between the university preparation for professional writing and speaking and the professional discourse.In order to carry out the investigation the author has interviewed priests-to-be and working priests and examined the syllabi for homiletics and Rhetoric. The result of this analysis offers a better insight into the nature of the training in preparing sermons that Swedish priests obtain during their professional education. The author refers to the results of other scientific investigations concerning preparation for professional writing and speaking and concludes that there are similar difficulties within the priest training, e.g.

The purpose of this essay is to understand the Rhetoric presented by Henry V in Shakespeare?s St. Crispin?s day speech. More specifically, it examines the speech from a "dramatistic" point of view, i.e.

A Rhetorical analysis of the educational interactive film ?Riskprofilen?, produced by the Swedish Civil Contingencies Agency (Swedish: Myndigheten för Samhällsskydd och Beredskap). This essay uses the theories and methods of Procedural Rhetoric, as described by Professor Ian Bogost, and Visual Rhetoric, as described by Professor Brigitte Mral to analyse the interactive and visual component parts of the artefact, and compares them to the intended purposes of the artefact as stated by documents pertaining to its creation, found to be those of educating the public; marketing the agency; and driving traffic to its webpage. The artefact is through analysis found to fulfil the purposes of marketing the Agency and of likely increasing traffic to the website upon which it is hosted. Regarding the primary, educational purpose this analysis finds that the artefact does not teach a user the accident-avoidance strategies it claims to do, but is dependent upon further materials..

The purpose of our master?s thesis is to study the diversity discourse, used in Sweden, particularly the so-called ethnic diversity at the work place discourse.Our aims are to map and analyze the conceptualization of difference used in the diversity Rhetoric. We intend to pursue our aim by studying the Rhetoric of diversity, used for diversity promotion in the private and public sectors. Also, we will investigate into what conceptualizations of difference are used in the organizations in the name of ?diversity?.

  Purpose/Aim: To achieve a deeper knowledge and better understanding of how Hillary Clinton and Barack Obama use Rhetoric figures and body language to convince the people that they are the individual who should be elected as the democratic nominee and if and in which way Internets characteristics take practical expressions in the supply of videos on YouTube and Barack Obamas and Hillary Clintons official websites.Material/Method: Quantitative content analysisMain results: Hillary Clintons and Barack Obamas ability to spread out exactly the information they want on their official websites takes expression in form of videos with only positive information. Hillary Clinton and Barack Obama try to create a form of advertising on their official websites through the publication of these videos. Internets special characteristics are highly visible and realized in the videos on YouTube. Users are very active which take expressions in creative creations of videos. On YouTube there also exists negative information about Hillary Clinton and Barack Obama.

This study aims at describing if discrepancies can be found between the Rhetoric in Swedish political parties? electoral campaigns to the European Parliament elections in 2004 and their representatives? actual behavior in the European Parliament and to develop plausible explanations to these possible discrepancies. The research method that is being used is content analysis, aiming to answer four research questions regarding the electoral campaigns to the European Parliament elections in 2004 and the behavior by the parties? representatives during the following term of office. The main findings are that some discrepancies can be found regarding which questions are raised most frequently in the electoral campaigns and in the European Parliament, but that no discrepancies can be found regarding the positions taken in questions in the electoral campaigns and in the European Parliament.

The purpose of this study has been to investigate the extent of listening in a debate in the Swedish media. If the debaters listen to each other in a complex issue such as religion's place in society and if a debater who has a high degree of listening initially already in problem definition phase, has more possible solutions than the one that has a lower level of listening. The results show that there is a listening in all the articles, but the articles that have a broader definition of the problem also have a broader problem solving, than the articles that have a more narrow definition of the problem.The articles with a broader definition of the problem and a broader problem solving, have a predominantly agonistic debate strategy. Even if the debate Rhetoric is primarily designed to win over the opponents, there is partly a genuine listening and an interest in finding new possible solutions. But despite that the opponents? arguments are mainly used to present the authors own arguments, the authors? intentions seems to be predominantly honest.