Although English is commonly used in Swedish advertising, little is known about its effects. The purpose of this paper was to investigate how a Swedish or English language choice in product advertisements affects the effectiveness of the ad. Further, a local/global dimension of the advertisement was created to investigate how the results differ for local and global brands. Subsequently, an experiment was conducted where the effect of language choice on several well-established measures of ad effectiveness such as awareness, comprehension of the ad message, credibility, attitude and buying intentions was analyzed. In line with previous research, English in product advertisements is not completely comprehended since English is not the local language in Sweden.

This study investigates and analyzes experiences of discrimination and racism among social work students, focusing on how these issues occur between peers rather than through hierarchical dynamics, such as interactions with faculty. The research aims to shed light on the academic challenges faced by students with foreign backgrounds, as defined by Statistics Sweden (SCB), particularly those who experience discriminatory practices and behaviors within the academic environment. The study adopts a qualitative methodology, utilizing semi-structured interviews to explore the lived experiences of these students. Participants were selected based on their enrollment in social work programs and their identification as having a foreign background. Data was analyzed thematically to uncover recurring patterns and insights into the participants' experiences.

This thesis examines how marketing by secondhand apps affects young adult women's consumption habits, investigating whether these platforms promote or counteract overconsumption. While the secondhand market is considered more sustainable than buying new, these apps may still encourage overconsumption. The study focuses on the marketing strategies of three major secondhand apps in Sweden: Tradera, Sellpy, and Vinted, analyzing their impact on consumer behavior using the AIDA model (Attention, Interest, Desire, Action). Based on qualitative interviews with eleven women aged 20-27 and the authors observations of the apps marketing activities, the study finds that secondhand apps often emphasize environmental benefits and makes secondhand shopping accessible and appealing. However, the marketing tactics used by these apps, including frequent push notifications, targeted advertisements, and influencer collaborations, may lead to increased consumption. Overconsumption causes significant environmental damage, and while the secondhand market can mitigate these effects by extending the lifecycle of items, the emphasis on convenience end environmental benefits can inadvertently encourage more consumption. The study concludes that secondhand apps play a complex role in consumer behavior, balancing the potential for sustainability with the risk of promoting overconsumption.

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:? In which ways can the customer affect the communicated image of a brand?? To what extent can the customer influence the brand image and the perceived value?? Who has control over the brand, the customer or the company?For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis.

Authors: Kosovare Islami and Selma SumicDate: 2014-06-02Title: How social is the social economy? ? social businesses and their regional innovation system.Level: Bachelor thesis in Business AdministrationSupervisor: Bengt JohannissonExaminer: Frederic BillKey words: Social entrepreneurship, regional innovation system, business - to - businessThe purpose of this paper is to create a model of regional cooperation network for social enterprises as the base of an innovation. This model will be created through the empirical basis. The model proceeds from the three pillars that have been developed and include social entrepreneurship, business - to - business and regional innovation.Entrepreneurship has multiple definitions which treats such as innovative thinking, targeted and creative individuals. Social enterprise has attracted more widespread interest, while it is considered one potential solution for the development of a sustainable society.

This thesis emphasizes the importance of understanding the employees? attitude and motivation towards their workplace at a company that works in the advertising business. An example company; thcommunication agency PS Communication in Stockholm, was used for the empirical part to investigate the purpose. The topic is interesting since the company works in a fast changing environment with new techniques,tools and professionals and the company is also going through an expansion that include many new recruitments.The purpose in this thesis is as follows: ?the purpose of this study is to elucidate the fate of attitude and motivation of employees in relation to the workplace during business expansion, if performance is reduced and competition increases.?The analysis and results shows that attitudes andmotivation among the employees in the workplace has deteriorated, the employees agree that it is due to expansion the company is undergoing.

Reaching out with a specific message to consumers is the idea of marketing. Advertising is among the most common elements when it comes to marketing a product or a service. There are various ways to provide marketing with a message. A relatively new way that has become larger in marketing is to provide marketing with emotions. It has been shown in several studies that emotions can have a direct or an indirect effect such as ad-attitude and brand-attitude, and that is what our essay is about.

In this paper the authors aim to examine the effects on consumers using different strategies in a campaign within social marketing. A model by Evans et al (1996) has been used in order to see the different steps in which advertising catches the viewers? attention and eventually leads to action or purchasing. However, in the case of this thesis, the intention of the chosen campaign is to change the consumers? attitudes and behavior towards alcohol.

ABSTRACTTitle: How do you get the students to listen? ? A study of Academic Works communication towards students (Hur får du en student att lyssna? ? En studie av Academic Works kommunikation mot studenter)Number of pages: 38 (41 including enclosures)Author: Fredrik HanssonTutor: Peder Hård af SegerstadCourse: Media and Communication studies CPeriod: Autumn 2007University: Division of Media and Communication, Department of Information Science, Uppsala University.Aim: The purpose of this paper is to study the strategies involved in the communication process between an organisation and its target audience. The study also aims to examine the company Academic Work and its communication efforts towards the targeted audience students.Method/Material: In order to examine the aim above, interviews were made with two persons involved in the communication of Academic Work. In addition to the interviews, a questionnaire was carried out at campus Ekonomikum, Uppsala University.Main results: The main result can be summarized as:· Academic Works communications have a lot of resemblance with the papers presented theory.· Events and direct meetings is the communication effort by Academic Work that has the biggest impact on student?s awareness and knowledge of the company.· A large majority of the students at campus Ekonomikum at Uppsala University are interested in working part-time and are aware of Academic Work.

Sten Jonsson wants to start a production of an advertising catalogue for small companies in Sweden. Acatalogue where the advertisingcost is so low that most of the companies can afford to participate. Thecompanies who will advertise should be manufacturing companies in trades of carpentry, sheet metalworkshops, forging workshops and engineering workshops.The catalogue will facilitate for the manufacturer to reach the costumer without any middleman.Without a middleman creates a possibility for an opinion about the product at the same time as theprice can be held low. A catalogue of this type would benefit the marketing of the companies at the sametime as it would generate an occasion for innovations.The possible target groups are property companies, construct companies and farmers.A market research has been carried out contained a postal interview and a phone interview. Themarket research carried out to get an understanding in what the companies think about the idea butalso to see if the companies are in interest of advertise in the catalogue.

Theory has concluded that consumers evaluate advertising not only based on what the advertiser's message aims to communicate, but also how the message is communicated. As the most popular activity on the world's largest social media channels is to upload and share photos, it has become crucial for advertisers to define strategies that maximize the reach of photo posts. Two observed variations of images used in posts are graphical images and digital photographs. The aim of this study is to investigate which of these two strategies that generate most positive impact on the sender and its brand. 230 users of the Chinese Facebook and Twitter counterpart, Sina Weibo, were exposed to manipulated Sina Weibo posts after which they answered a survey.

A challenge faced by marketers is to make their products stand out in today's cluttered marketplace. Recently, a new approach to attract attention has been observed - brands communicating their products by making fun of other brands. This way of parodying a competitor, or even an unrelated brand, is a risky but potentially effective way to increase attention. Brand parodies walk a fine line between being humorous and clever, or coming off as offensive. Furthermore, parodying another trademark poses legal considerations.

The degree project has been implemented abroad in Brisbane, Australia. A literature study has beenperformed parallel to the practical work within the subject »Corporate identity through graphicaldesign«. In this study deeper research has been made concerning the establishment and manifestationof a corporate identity and its program. The knowledge given from this study has been put into practicethrough two larger projects.The first project was carried out at De Pasquale, advertising agency in Brisbane, where a corporateidentity program was designed for a new company. The company is a fitness centre, called KnockoutFitness, which specializes in different types of boxing training sessions such as Boxing, Thai Bow andBoxercise but also Aqua aerobics.

Uppsatsen belyser myter om kvinnlighet i kinesiska reklamannonser. De valda reklamannonserna riktar sig till kinesiska storstadskvinnor i de övre samhällsskikten, som har råd att konsumera de exklusiva damtidningar som studeras. Syftet är att undersöka hur öst och väst möts i reklamen. Utifrån ?The Advertising Meaning Model? belyses vilka faktorer som inverkar på mottagarens avkodning av reklamannonser.

We are constantly being fed information. Everything and everyone we come into contact with may somehow make a new impression on us, whether we are aware of it or not. One of the ways that people in today?s society in Sweden are being given information is via different types of media, for example through commercials. Whether it?s a video clip or a still-frame picture, a commercial is an effective way for a company to reach out to potential customers.However, it is not only the messages or signals that may appear obvious that these companies send out when advertising with commercials.