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Reklambyråers arbete med inkluderande reklam
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor of Fine Arts), 10 credits / 15 HE creditsStudent thesisAlternative title
Advertising agencies work with inclusive advertising (English)
Abstract [sv]

Människan exponeras dagligen av reklambudskap vilka påverkar människans tankar och värderingar, samtidigt som endast ett fåtal personer representeras i dagens reklam. De personer vilka representeras är oftast vita, heterosexuella cispersoner utan synliga funktionsnedsättningar. Genom att bara representera en viss grupp människor i samhället marginaliseras och osynliggörs andra grupper.

Föreliggande studie har undersökt hur reklambyråer vilka arbetar med inkluderande reklam tänker kring sitt arbete, vilka reaktioner och resultat de inkluderande reklamkampanjerna har gett, hur arbetsprocessen med inkludering ser ut, samt om det finns ett intresse i branschen för att arbeta mer med inkluderande reklam. Utifrån resultatet har en handbok tagits fram, vilken ska bidra till att hjälpa reklambyråer att arbeta mer med inkluderande reklam.

Studien har genomförts genom semistrukturerade intervjuer med fem deltagare vilka arbetar med inkluderande reklam, samt genom en enkätundersökning där 59 personer från reklambyråer deltog och besvarade om de var intresserade av att arbeta mer med inkluderande reklam och av en handbok om hur de kan arbeta inkluderande.

Resultatet visade att inkluderande reklam kan ge företaget mer uppmärksamhet och få kunderna att tycka om företaget bättre, samt att det var en självklarhet för intervjudeltagarna att visa en bred representation då reklamen påverkar samhällets rådande normer. Reaktionerna på kampanjerna bestod av både positiv och negativ kritik och resulterade i mer uppmärksamhet för företagen, däremot var det inte möjligt att se några försäljningsresultat direkt kopplat till kampanjerna.

Abstract [en]

People are exposed daily to advertising messages that affect people’s thoughts and values, but at the same time only a few groups of people are being represented in the advertisements. People represented in today’s media are predominantly white, heterosexual cis persons without visible disabilities. By just representing one group of people in our society other groups are getting marginalized and invisible.

This study examines how advertising agencies that work with inclusive advertising think about their work, what reactions and results the inclusive advertising campaigns have gotten, how their working process with inclusion looks like and whether there is an interest among people in the industry to work more with inclusive advertising. Based on the results a manual was produced, which aim to help advertising agencies to work more with inclusive advertising.

The study has been conducted through semi structured interviews with five participants who work with inclusive advertising, and through a survey where 59 people participated and answered if they were interested in working more with inclusive advertising and a manual on how to work inclusive.

The result showed that inclusive advertising can bring more attention to the company and make the customers like the company better. It was also a matter of course for the interviewees to show a broad representation as the advertisement affects society’s values. The campaigns were met with both positive and negative criticism and resulted in more attention for the companies, but it was not possible to see any direct effects on sales.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Advertising, inclusive, manual
Keywords [sv]
Handbok, inkluderande, reklam
National Category
Visual Arts
Identifiers
URN: urn:nbn:se:du-26916OAI: oai:DiVA.org:du-26916DiVA, id: diva2:1170807
Available from: 2018-01-04 Created: 2018-01-04

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
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  • nn-NB
  • sv-SE
  • Other locale
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Output format
  • html
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  • asciidoc
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