Purpose/Aim: The purpose is to describe, analyze and compare the two communication Campaigns Världens Chans and Utrota Fattigdomen Nu, and discuss how and to what extent communication Campaigns in Sweden can be used to reduce global poverty. The theoretical framework is mainly based on communications strategies and other relevant aspects of the planning process of Campaigns.Material/Method: Within the qualitative case study as an overall method, the main material to the two cases is obtained through five qualitative interviews with the premier representatives of the Campaigns.Main results: Världens Chans can be seen as an information campaign by the government which purpose is to contribute to the fulfilment of the millennium goals by drawing the attention of the public to their existence. Utrota Fattigdomen Nu, on the other hand, is an influence campaign by the civil society which purpose is to exterminate poverty by putting a pressure on power holders and to change the attitudes and the behaviours among the public. Both Campaigns are based on a network with lots of different actors, functioning as opinion makers. Furthermore, communication Campaigns are important tools in the fight against poverty..

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.

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.

AbstractAim: The aim of this essay has been to study how the Swedish church has created the image of their religious activity through media. This has been by studying the three commercial Campaigns launched by the Swedish church during the years 2000, 2001 and 2003. Questions asked are: How has the Swedish church chosen to profile it self? Which discourses can be recognized in the Campaigns? Which messages has been communicated through the Campaigns? How has these discourses created the image of the Swedish church?Method: The methodological framework is critical discourse analysis inspired by Norman Faircloughs? three-dimensional model. Thirteen images all part of the Campaigns are analysed using a semiotic method.

In today?s Europe nationalist movements grow stronger. The Scottish referendum is a result of the nationalistic party Scottish National Party?s aim of an independent Scotland. Using a descriptive idea analysis the essay aim to answer how the referendum arose, its main arguments and how national and state identity is affected in the arguments.

The Swedish do-it-yourself (DIY) market has expanded in recent years and is today a SEK90 billion market. Competition is fierce, however, and the DIY retail chains compete over market share with extensive marketing Campaigns. Advances in computer technology have made it possible to acquire and compile huge quantities of point of sale data. However, due to a lack of economic theories and statistical methods, this data cannot be effectively utilized and the effects of the Campaigns are not measured in any detail. In this study a new method was used to examine the effects of marketing Campaigns in the DIY consumer market.

Public opinion can be shaped as well as transformed in a number of ways. Government authorities occasionally make use of public information Campaigns to educate and steer the public. In this thesis the balance between public and private, the individual and the society is analysed in terms of dimensions of individualism and communitarianism. These dissimilar theories on how the society ought to be constructed can be used when analysing many different policy areas, however, they also pinpoint the controversies seen in the public debate regarding Swedish information policy. Based on this analysis an empirical study identifies what kind of knowledge the state wants the citizens to possess and public information Campaigns can be problematic.

Surveys show that consumers tend to avoid traditional marketing channels, leading the practitioners to use earned media channels through public relations (PR). This has also led to the use of covert PR. To understand the use of this communications method, the purpose of this thesis is to study Campaigns, which have gained transmission in social media, by investigating how practitioners of three different Campaigns motivate the choice to use covert PR.The study is based on a hermeneutic methodology and has an abductive approach. It is carried out by semi-structured elite interviews with six contributors of three different Campaigns, using covert PR. The primary data consists of the empery of the interviews, while the secondary data consists of a theoretical framework of excellence in public relations, the PR practice and viral messages.The result of the study indicates the point of view that covert PR has given the Campaigns a wider reach.

This essay studies how advertisements in various anti-smoking Campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking Campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking Campaigns trying to change that ideology.The purpose of anti-smoking Campaigns is to conduct a kategoria of myth that tobacco advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer?s attitude toward smoking and the tobacco myth with an anti-myth.

AbstractCommunication and information has become a large industry in today?s society. More and more organisations use these means as tools of influence. Non-profit organization?s Campaigns, which aim to change a behavior, often have a political responsibility and it is therefore important that these are carefully planned and carried through.

The aim of this thesis is that through a case study, analyze and evaluate whether the customer is high - or low involved and connect with the choice of marketing strategy using a celebrity.This thesis is about how a celebrity can be used in marketing to affect a company's customers. The essay is facing the fashion retail industry, where three companies, Lindex, H&M and MQ, has been studied and compared. Lindex is using celebritiy Emma Wiklund by an internal collaboration within the enterprise. MQ is using various celebrities in various Campaigns throughout the year and use them in external advertising Campaigns. H&M is using interactive marketing with different celebrities in the form of, for example, guest collections for the company.

This essay studies how advertisements in various anti-smoking Campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking Campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking Campaigns trying to change that ideology.The purpose of anti-smoking Campaigns is to conduct a kategoria of myth that tobacco advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer?s attitude toward smoking and the tobacco myth with an anti-myth.

Drug related messages in antidrug Campaigns and music related media -A qualitative study about young people?s perceptions Youth are exposed to both promotional and critical drug and alcohol messages in their daily media consumption. The purpose of this study is to examine how youth perceive anti-drug Campaigns and drug-promoting messages in music-related media. The empirical material consists of qualitative data, including a focus group and two individual interviews, consisting of youth between the ages of 18 and19. One main finding is that young people perceive anti-drug messages differently, yet they are virtually unanimous about what makes such messages effective.

Crowdfunding is described as a facilitator for creative entrepreneurs in their gathering of funds for projects. This bachelor?s thesis  aims at finding differences in communication components found between successful and unsuccessful crowdfunding Campaigns on one of the most popular platforms, Kickstarter. Through a quantitative content analysis and a rhetorical analysis of literary topoi this study suggests that there are apparent differences in usage of titles, text, visual expressions, rewards and in themes of preparation, humility as well as quality. The findings we present conclude that a campaign with a title consisting of eight words and one punctuation are more likely to succeed than other.

ABSTRACTTitle: Strategic Anarchy ? a study on WeActivists' communicative function inside WeSC.Number of pages: 69Authors: Frida Leijonborg, Nils Lindstro?mTutor: Jessica GustafssonCourse: Media and communication studies CPeriod: Second term 2013University: Division of Media and Communication, department of information science, Uppsala UniversityPurpose: Our aim with this paper is to examine the communicative role WeActivists play in WeSC's external communication, and also to investigate what it means to be part of the activist concept as individuals. This will be done by presenting WeSC's key values and investigate whether these are portrayed by the representation of the activists in market Campaigns and personal interviews.Material/Method: We have conducted a qualititave study where we interviewed three WeActivists of various age and profession. Furthermore we did a semiotic analysis of 10 images from 7 advertising Campaigns.Main results: Our results indicate that WeActivists play a significant role in WeSC?s external communication, and thus signifying that they play a major part in creating WeSC's brand identity.