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Framtagning av en reklamkampanj för att få fler tjejer att börja spela ishockey
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Manufacturing of an advertising campaign to get more girls to play ice hockey (English)
Abstract [sv]

Syftet med föreliggande studie var att utforma en reklamkampanj för att få fler

tjejer att börja spela ishockey. I studien undersöktes hur en reklamkampanj kan

utformas samt i vilka kanaler den bör marknadsföras för att nå tjejer i åldrarna

12–20 år.

Genom en webbenkätundersökning skapades en förståelse för vilken

uppfattning ishockeyspelare hade om ishockey. Resultatet från

enkätundersökningen låg till grund för utformningen av kampanjidén. Genom

research om målgruppen och nulägesanalys över grafiskt material inom

ishockey framkom vilka kampanjenheter samt designelement som kunde

användas vid utformningen av kampanjen. Arbetet baserades på Sless

sjustegsmodell för informationsdesign.

Resultatet av undersökningen blev en steg-för-steg-process vid skapandet av en

reklamkampanj. Dessutom resulterade undersökningen i en färdig

reklamkampanj för att rekrytera fler tjejer till ishockeyn i Falun.

Respondenternas svar visade på att kampanjmaterialet i stor utsträckning

passade bra för att locka tjejer till ishockeyn.

Abstract [en]

The purpose of the study was to design an advertising campaign to get more

girls to start playing ice hockey. The study investigated how an advertising

campaign could be designed and what channels it should be marketed in to

reach girls aged 12–20 years.

A survey was conducted to understand what ice hockey players thought about

ice hockey. The result of the survey was the basis for the campaign idea. A

research on the target group and a visual content analysis was performed to get

knowledge of which campaign units and design elements that could be used in

designing the campaign. The advertising campaign was made after Sless’ model

measuring information design.

The result of the study was a step-by-step process in the creation of an

advertising campaign. The study also resulted in a complete advertising

campaign to recruit more girls to play ice hockey in Falun. The respondents’

answers showed that the campaign material largely suited to attract girls to start

playing ice hockey.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Advertising campaign, graphic design, ice hockey
Keywords [sv]
Grafisk design, ishockey, reklamkampanj
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:du-28441OAI: oai:DiVA.org:du-28441DiVA, id: diva2:1243405
Available from: 2018-08-31 Created: 2018-08-31

Open Access in DiVA

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CiteExportLink to record
Permanent link

Direct link
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf