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Uppbyggnaden av en djurrättskampanj: En visuell innehållsanalys av reklamkampanjer för djurrättsorganisationer
Dalarna University, School of Technology and Business Studies, Information Systems.
Dalarna University, School of Technology and Business Studies, Information Systems.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Construction of an Animal Rights Campaign : A visual content analysis of advertising campaigns for animal right organizations (English)
Abstract [sv]

Under det senaste årtiondet har djurrättsintresset i världen ökat markant. Samtidigt blir marknadsföring mer och mer viktigt i en allt mer digitaliserad värld, så hur marknadsför sig egentligen en djurrättsorganisation?  Syftet med föreliggande studie är att se hur en djurrättskampanj skulle kunna se ut generellt, genom att göra en visuell innehållsanalys på 20 utvalda reklamkampanjer för djurrättsorganisationer. För var reklamkampanj analyserades sex stycken reklamenheter. Resultatet presenterades sedan i form av tabeller och diagram, men även genom en egenskapad generisk reklamkampanj.   För att validera att den egenskapade reklamkampanjen uppfattas som generell användes en fokusgrupp där de olika enheternas generalitet diskuterades. Utefter detta justerades utformningen av bildspråket.  Undersökningen visade att det finns en del olikheter mellan olika djurrättsorganisationers reklamkampanjer, men även gemensamma nämnare kunde hittas.

Abstract [en]

During the last decade the interests in animal rights have increased significant. Meanwhile advertising becomes more and more important in a digitized world, so how do animal right organizations advertise themselves?  The purpose of this study is to look further into how a general animal rights campaign could be modeled, by implementing a visual content analysis on 20 selected advertising campaigns of animal right organizations. For each advertising campaign were six different advertising units analyzed. The result was later presented in table and diagram form, but also through a self-made generic advertising campaign.   To validate that the self-made advertising campaign is perceived as a generic one, we used focus groups where the generality of the different units was discussed. Out of this the modelling of the imagery was adjusted.  The study showed that there are some differences between the different animal right organization campaigns, but it also showed that common denominators can be found.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Animals, animal right, advertising campaign, visual content analysis
Keywords [sv]
Djur, djurrätt, reklamkampanj, visuell innehållsanalys
National Category
Information Systems
Identifiers
URN: urn:nbn:se:du-31160OAI: oai:DiVA.org:du-31160DiVA, id: diva2:1375630
Available from: 2019-12-05 Created: 2019-12-05

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
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More styles
Language
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  • sv-SE
  • Other locale
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Output format
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