Modern societies are generally becoming increasingly capitalist in nature and economies of these societies are thus likely to become more focused on consumer consumption. Advertising plays a vital role in contemporary society where we, as consumers and citizens, are surrounded by it everywhere we look and everywhere we go. This puts pressure on advertisers to become more creative and to explore new ways of marketing their products and services in an already saturated environment. We believe that the added pressure and the already established role of marketing in society make advertisements an interesting and telling object for analysis. This is particularly the case with regards to the concept of selling and marketing products that have qualities that are known to be less than beneficial for our health.This paper analyzes four commercial advertisements marketing beer; a product that we argue has qualities that can be seen as potentially bad for the health of individuals and for societies.

The thought behind this bachelor essay regarding gender and rhetorical feminist criticism developed years ago out of the fact that I read just a little too many dirty chick lit-pockets as a teen. Those chick lit-pockets were my first introduction to sex, to gender roles, to how men and women react and are supposed to react to each other and, in some sense, even to feminism. Those chick lit-pockets, later turning into hardcore Harlequin-books, became my benchmark when I started to contemplate the fact that this is a man?s world, produced and reproduced by a male gaze which influences everything from sex, porn, advertising, gender roles, jobs and payment to dirty pockets for teenage girls.The essays aims to show how the male gaze-phenomenon could be to use for the rhetoric discipline: first combined with other rhetorical theories as a way to analyze and understand gender and objectification. The main question asked; How to put the male gaze on a rhetorical leash? This bachelor essay consists of a qualitative literature study focusing on four articles and one book in which five different male gaze-perspective appears.

Digital marketing has been changing continuously and rapidly since the introduction of Web2.0 ten years ago (Lin, Li, Deng, & Lee, 2013). Companies are now engaging their users intheir digital marketing by providing with interactive contents in digital campaigns. The digitalcampaigns are getting more converge with SNS (social networking sites) in order to let the usershare the content with others and therefore the e-WOM (electronic word of mouth) helps thecompanies digital campaigns to be shared by more users (Moran, Muzellec, & Nolan, 2014).The interactive content in the digital campaigns have shown to provide for engaged users andtherefore leads to loyal users. The reason for this has its roots in the culture of consumptionthat has brought our everyday consumption to a whole new level where we no longer justconsumes a product, we are the brand (Davis, 2013).The study, Click here for solidarity, aims to explain the interactive phases and rhetorical elementsthat companies use to engage the user to interact with the content of the digital campaigns.The study is based on four digital campaigns in four different market areas in order to providewith an overall picture of how companies work with interactive and rhetorical elements. Thusthe study falls into the area of marketing and branding.

The first ad was published in Sweden 1645. Advertising itself is not a new phenomenon, it's just the conditions that has been changed. Today, advertising is a matter of course in our daily lives, every day we are exposed to thousands of messages that wants to persuade and convince us to consume. In this paper, we have looked into the semiotic and rhetorical tricks that are used for this particular persuasion, and we have investigated whether they have changed in the last 60 years or if the same tricks are still being used today. Our two hypotheses is: A) the rhetorical and semiotic basis of an ad looks the same today as 60 years ago.

This research paper has the aim of examining Swedish and Australian teachers? knowledge base and use of learning strategies in their language classes. After conducting qualitative interviews, the interviewees? answers are tabled to corresponding descriptions of how strategies are communicated in current curricula of the two countries. The answers confirm that teachers? understanding of learning strategies partly agree with previous research on strategies.

The purpose of my study is to study Social Democrats immigration policy over the period 1990 and 2013. My material consists of party programs and motions that social democracy has raised in Parliament. As a research method I used McGee´s ideograph theory. I use a cluster analysis inspired by Kenneth Burke to analyze the meaning of those found ideographs. I also present and use Bitzers rhetorical situation in my analyzeWith help of Burke´s rhetorical situation I could see how the Social Democrats' rhetorical approach to immigration policy in the different periods in society.My investigation of the Social Democratic Party program and motions / propositions revealed the following ideographs: Democracy, solidarity, equality and freedom.

Strategies for the board game Hive was implemented and evaluated in this project. The report covers the rules as well as the system that was implemented in order to build strategies. The strategies are evaluated based on how they perform against each other. Two search algorithms were implemented: Minmax and Alpha-Beta Pruning. Alpha-Beta with depth 4 had the best performance against other strategies as well as in individual tests..

This essay is about the principles and rules that control persuasive computer games. The term persuasive games mean computer games, video games and other similar artifacts that are produced to shape opinion. The rhetorical scholar Ian Bogost at Georgia Tech claims that this kind of games mainly get their persuasive power by using procedural rhetoric and that games as a medium gives special conditions for procedurality.  By procedural rhetoric Bogost means an argumentation that is based on rules and choices, as opposed to texts, movies and images. (Bogost 2007). Bogost describes these procedures as quite specific for games and claims that they differ qualitatively from ?ordinary? rhetorical arguments even if they just as other arguments work by establishing enthymems.

This essay examines the appearance of Ha?kan Juholt, former party leader of the swedish social democratic party, in the norwegian/swedish talk show Skavlan, during Juholt?s crisis of confidence in the autumn of 2011. In this appearance it is clear that Juholt is badly treated by the host Fredrik Skavlan, and his guest, writer and journalist Linn Ullmann, while the audience seems to applaud and laugh at Skavlans and Ullmanns criticisms.The purpose of this essay is to investigate how, and why Juholt is treated in this way, and which Rhetorical strategies Skavlan and Ullmann employ to create community between them selves and their audience. To understand this occurrence it is important to study Juholt?s rhetorical situation, and which conditions his lack of confidence creates for his appearance in Skavlan.

In this study the book talk is examined as a communicative act with a purpose to convince according to an under-lying intention to promote reading. I follow the book talk?s way from an idea of the book talker (and the library) to the reception of the audience, with the aim to understand how to talk about books in an engaging manner. More specifically, the rhetorical situation and the purpose of a book talk, the performance and the means to arouse and retain interest in the book talk as a speech and in the books themselves are examined and the impact of the book talk on the audience.The empirical material consists of observations of two different book talks (both directed to children) and interviews with the two different book talking librarians and a few of the children from the audiences to both book talks. The theoretical framework consists of rhetorical theories from both antique and modern times and I perform a rhetorical analysis of both book talks.

AbstractThis thesis discusses ideological and rhetorical change of the Moderate Party of Sweden. The aim of the thesis has been to study the party during a time-span of almost 20 years, trying to identify changes related to each of the three party leaders.A hypothesis was developed, suggesting that the three party leaders each represented a different kind of ideology namely neo-conservatism, neo-liberalism and social liberalism. By studying newspaper articles and protocols from the Swedish Parliament, riksdagen, I was able to verify the hypothesis in all but the first party leader, Carl Bildt. It was showed that his ideology had more in common with New Right than with neo-liberalism.After identifying these changes I looked for explanations within Party Strategy Theory and Social Change Theory. My conclusions were that the changes could be understood by the great loss of voters in the election of 2002 and that agents within the Moderate Party acted upon the ambition to win new and old voters to the party, thereby recognizing the need for change.Keywords: Ideological Change, Rhetorical Change, The Moderate Party,Neo-Liberalism, Neo-Conservatism, Social Liberalism..

Based on the concept of rhetorical situation, the purpose of this study is to compare and describe the three Socialist leader's May Day speech from the years 1954, 1978 and 2011. The results of the analysis showed that there is a big difference in how the leaders chooses to appeal to the rhetorical audience. Erlander, 1954, never appealed directly to his audience which Palme, 1978, did both initially as repeatedly throughout his speech. Juholt, 2011, has a personal and frequent appeal which is repeated throughout his speech, which is interpreted as a sign of the intimization of the public language. It proved difficult to discuss the Socialist rhetoric as one unified form.

In this Master's Thesis a rhetorical analysis is applied to reading suggestions in the database Boktips.net. Boktips.net utilize the Internet for readers advisory by offering public libraries in Sweden to use and participate to its contents. The aim is to examine how library staff writes about literature in Boktips.net. The empirical material is delimited to reading suggestions on fiction for adults. Areas in focus of the analysis are rhetorical context, disposition, style and components from the point of view of content: summary, evaluation on portrayal of characters and setting, narrative, language use, genre and themes, entertainment, insights and external information.

Based on the concept of rhetorical situation, the purpose of this study is to compare and describe the three Socialist leader's May Day speech from the years 1954, 1978 and 2011. The results of the analysis showed that there is a big difference in how the leaders chooses to appeal to the rhetorical audience. Erlander, 1954, never appealed directly to his audience which Palme, 1978, did both initially as repeatedly throughout his speech. Juholt, 2011, has a personal and frequent appeal which is repeated throughout his speech, which is interpreted as a sign of the intimization of the public language. It proved difficult to discuss the Socialist rhetoric as one unified form.

Based on the concept of rhetorical situation, the purpose of this study is to compare and describe the three Socialist leader's May Day speech from the years 1954, 1978 and 2011. The results of the analysis showed that there is a big difference in how the leaders chooses to appeal to the rhetorical audience. Erlander, 1954, never appealed directly to his audience which Palme, 1978, did both initially as repeatedly throughout his speech. Juholt, 2011, has a personal and frequent appeal which is repeated throughout his speech, which is interpreted as a sign of the intimization of the public language. It proved difficult to discuss the Socialist rhetoric as one unified form.