The aim of this paper is to examine the American movie trailer particularly its history, marketing and functions, presented as an historical overview from the serials of the early 1910s to the trailers of today. A trailer from each decade of the twentieth- and twenty-first centuries is selected which represent typical trends and shows how trailers historically functioned, including their formal, generic differences.The introduction focuses on the market in which the trailer operates, and raises the issue of the entertainment value of art or marketing, how the film industry works and to role of advertising. The second part of the introduction focuses on the development of film stars, and their importance in trailer campaigns. This brings in the question of the growth of Hollywood and new media forms/technologies. The manner in which new media also create a new type of audience is considered, which demonstrates how the trailers capture audience attention in new ways.The second part of the paper focuses on the history of the trailer and examines typical structures, of the different periods.The third part analyses how different trailers operate, and how the trailer industry stands at the beginning of a new era, the so-called Post-interactive era, which is discussed with regard to Spider-Man 2 and The Da Vinci Code..

The use of history is the concept of people using and analyzing history in the society for various purposes. Study in this area has largely emerged because there are many different reasons for people and societies to be interested in history. To investigate the use of history, a historical material needs to be present in some form. With this study, I intend to show how older tourist guidebooks can provide such materials of study and therefore I use travel guidebooks about Tallinn released under the USSR (Estonian SSR) between the years 1960 to 1990. The analysis is based on Klas-Go?ran Karlsson's (Professor of History) typology of seven different uses of history: scientific, existential, moral, ideological, political, educational, non-use of history and a commercial use of history.

A new curriculum, entailing news for teachers as well as students, was implemented in 2011. Among other things History has been given a more prominent position in that every student will now study the subject. Can this decision lead to history being used more in the future?The aim of this thesis is to study the new curriculum, Gy11, as well the Lpf94 and Lgy70, based on Klas-Göran Karlsson´s typology where the use of history is divided into seven different categories. I will analyze the curricula, looking at what different uses of history that can be discerned as well as what changes have been made over time.

Problem Faith in the power of advertising has varied largely through the ages, and since we know that advertising is paid for, it therefore has less weight than the usual news. Publicity through promotional activities is in turn difficult to control. The question which of these two ways to communicate with the market that is the most effective, is equally entitled to ask, as difficult to answer. Purpose/Aim This paper is designed as a pilot study with two different objectives that go hand in hand. The first overall aim is to investigate how advertising and PR / publicity can be measured with the same tools while designing this metric.

This essay presents a survey that was conducted on 52 college students regarding their opinions on advertisement received to the mobile phone. The questionnaire survey focused on what college students think of advertising to the mobile phone and what attitude they have towards it. The thoughts behind this study are that advertisement to the mobile phones is something that is getting more popular when the mobile phone is getting more advanced. The result of the study showed that college students are not that interested in receiving advertisement to their mobile phones. Several of the college students that participated in the study already get advertisement to their mobile phones, advertisement that they don't want because it doesn't reflect their interests.

This essay focuses on how women and the woman emancipation are described in high school history textbooks from the years 1970, 1980, 1990 and 2000, using the theories history consciousness and gender. Two textbooks are analyzed from each period. There are several gender theories, in this essay it is Yvonne Hirdman?s theory concerning woman- and gender history that is used. This means that the woman emancipation and women?s history are analyzed from the perspectives invisible, add, and-, how- and gender history.

This essay focuses on how women and the woman emancipation are described in high school history textbooks from the years 1970, 1980, 1990 and 2000, using the theories history consciousness and gender. Two textbooks are analyzed from each period. There are several gender theories, in this essay it is Yvonne Hirdman?s theory concerning woman- and gender history that is used. This means that the woman emancipation and women?s history are analyzed from the perspectives invisible, add, and-, how- and gender history.

Outsourcing is today a common phenomenon among businesses in most industries. The term outsourcing means transferring the responsibility of performing a certain function to an external supplier. There are usually certain methods to investigate the effects and the outcome of a function that is performed by the company itself. When this function is performed by an external party, the complexity of the function will increase.This leads us to our purpose: Based on different theories clarify how a company ensures a desired effect out of marketing when this function is outsourced to a certain retail- and advertising agency.In this essay we have defined us to study one of Sweden´s leading mobile operators who have outsourced their sales management to a retail- and advertising agency. To get an additional point of view, we have included one of the mobile operator´s intermediates, which is a selling agent whose sales function is led by the retail- and advertising agency..

Abraham is the original patriarch. How does his leadership compare with a modern day popular culture patriarch with his roots in advertising, the shopkeeper Stig, star of the ICA advertising? The essay compares the leadership and masculinity of two male leaders from different backgrounds and settings, and discusses similiarities and differences.

The media landscape has exploded during the last decade, which has lead to a massive advertising clutter. Consumers defend themselves against this intrusive marketing by creating an advertising filter that sorts and blocks. These changing conditions have lead to new and tougher demands on creators and advertisers to create more efficient marketing communication that stands out in the clutter and penetrates the consumers? advertising filter. Many creators and researchers claim that creativity is the most efficient method to stand out in the clutter and generate sought communication effects.

Previous research within the field of advertising creativity has been based on the point of view of professional advertisers, deciding the norms of creativity without wondering how consumers define creativity. Thus, the main purpose of our thesis has been to investigate which dimensions advertising creativity consists of and the driving forces behind them. All based on a consumers? point of view. The secondary purpose has been to show how creativity affects efficiency through purchase intentions and Word- of-Mouth.

Previous research about contextual effects on advertising has mainly focused on the editorial context, while advertisements' broader context has been overlooked. This paper aims to take a broader perspective on advertisement context. Its purpose is to get an understanding on how physical exercise influence the effectiveness of print advertisements, and furthermore to look at the effects of thematic incongruence between ad and the physical environment. We hypothesize that physical exercise increase ad effectiveness through affective priming and that thematic incongruence is beneficial for ads' effectiveness, especially after training when awareness about the environment is higher. A 2×2 experiment was conducted in a gym, where each respondent was exposed to either an incongruent or less incongruent ad, before or after physical exercise.

Breaking through the clutter and getting consumers? attention is a constant battle for marketers. Could consumer magazines be the solution to the problem? It is not a new marketing method but consumer magazines do not look like traditional marketing and they offer consumers value. Since these are qualities that could increase consumers? will to take part of commercial messages, it might be a method that deserves more attention.

Consumer generated advertising is a new phenomenon in the landscape of communication. Tools such as the Internet enable the consumer to create and spread messages for brands without the permission or control of the brand owner. We carried out a quantitative experiment to investigate the effects of how companies choose to handle these activities as well as how expectations of these consumer generated ads differ from traditional advertising. The findings show that strong brands may benefit from these activities if handled the right way and the brand owner adapts it?s reaction to the content of the ad.

Narrative history has a long tradition in history teaching. But during the decades after the second world war, the attitude to storytelling has been seen with doubt and skepticism. There are many indications in Swedish society and media that the narrative story today stand strong. But is narrative history useful in everyday teaching? This essay is a study of narrative history in a Swedish and Scandinavian perspective the latest thirty years.