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Naturen: Representationer av naturen i reklamfilm för svenskt margarin
Malmö University, Faculty of Culture and Society (KS).
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis [Artistic work]
Abstract [sv]

Syftet med denna studie har varit att analysera naturrepresentationer i reklamfilm för svenskt margarin. Motivet har varit att tydliggöra vilka representationer av naturen som används för att skapa känslan av naturlighet kopplat till margarin, samt vilka natursyner som framträtt ur dessa. Två utvalda reklamfilmer från Lätta (2015) och Bregott (2017) har analyserats genom en narrativanalys. Med utgångspunkt i analysen visar denna studie att medan margarin är en kulturell omvandling, används bilder av naturen för att vädja om det naturliga. Resultatet visar att trots att reklamfilmer använder en viss natursymbolik, avgörs representationer främst av kulturella och samhälleliga kontexter. Analysen konstaterar även nuvarande natursyner som något som styrs och formas enligt människans behov med en viss syn på hållbarhet.

Abstract [en]

The purpose of this essay has been to analyze nature representations in commercials for Swedish margarine. The motive has been to clarify how nature representations are used to enhance the sense of what is natural associated with margarine, as well as which views of nature emerge from these. Two selected commercials from Lätta (2015) and Bregott (2017) have been analyzed through narrative analysis. With the starting point in the analysis, this study shows that while margarine is a cultural transformation, images of nature are used to enforce the feeling of what is natural. The result shows that despite the fact that commercials use certain natural symbolism, representations are primarily determined of cultural and social contexts. The analysis also notes current views of nature as something that is controlled and shaped according to human needs with a certain view of sustainability.

Place, publisher, year, edition, pages
Malmö universitet/Kultur och samhälle , 2019. , p. 39
Keywords [sv]
Representation, Narrativanalys, Natursyn, Natur, Mejeriprodukter, Sverige, Mise-en-scène
National Category
Arts
Identifiers
URN: urn:nbn:se:mau:diva-23058Local ID: 29319OAI: oai:DiVA.org:mau-23058DiVA, id: diva2:1483016
Educational program
KS K3 Visuell kommunikation
Supervisors
Examiners
Available from: 2020-10-27 Created: 2020-10-27Bibliographically approved

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CiteExportLink to record
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  • apa
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