Reklam med god kvalitet
? en studie av fem guldäggsbelönade annonser
AnnonsAnnonserBerättelseBildanalysBudskapDenotationGuldäggGuldäggetIllusionKommunikationKonnotationKvalitetReklamSemiotikVisuell kommunikationVisuell retorik.
In this thesis, high quality adverts are examined from the perspective of the advertisement contest Guldägget. The study discusses award-winning advertisement, both in terms of content and design, according to Guldägget?s jury members, industry experts and various theorists. Semiotics is used to analyse Guldägget?s winning adverts. These analyses, in combination with additional material and theories, are used to clarify what constitutes good communication. One of the conclusions drawn is that the essence of the theories is clearly visible in the winning adverts. Adverts should be narrative in form without being pushy or stating the obvious. Receivers should function as co-creators of the story/message. Adverts should contain only the most essential information or elements necessary to effectively deliver the message. Text and images should complement each other without being too obvious. Finally, pre-conceived ideas and contexts are commonly used to make receivers respond to the message in a particular way.