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Att kommunicera eller icke kommunicera - det är frågan: En kvalitativ studie av icke-verbal kommunikation i TV-reklamer
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science.
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

TV-ads today is usually made up by spokespeople screaming in the viewers faces that you need to buy this and that. Often combined with upbeat music to distract you from what’s really going on. Studies shows that this is a very ineffective way of marketing. Is it possible to find a different solution to this energetic advertising strategy. What if adverts were non- verbal?

Our thesis examined the opinions from two, age-different, generations to determine if non- verbal communication is used as a marketing strategy in TV-adverts. This study explored what the most important tools of non-verbal communication is, if the two generations differ or share opinions and if it was possible to create adverts with recognition factors using non- verbal communication, and in that case how?

With the use of a five focus groups, and an additional film analysis, for our method we felt that enough data was collected. Using an analytic tool, that was prepared beforehand, we processed the material and divided it into categories for further dissection.

The study showed that a number of non-verbal tools could be identified and be seen as a marketing strategy. The most significant difference was the use of verbal communication in the adverts. The younger population had no trouble understanding the meaning of adverts using non-verbal communication. The seniors found it rather complicated when there was no dialog in the commercials. However, one thing the focus groups had in common was the fact that they could relate to the adverts in one way or another.

 

Place, publisher, year, edition, pages
2017. , p. 57
Keywords [en]
adverts, body language, communications, emotions, non-verbal, recognition, TV
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:miun:diva-32876OAI: oai:DiVA.org:miun-32876DiVA, id: diva2:1184187
Subject / course
Media and Communication Science MK1
Educational program
Information and Public Relations Programme SINPG 180 higher education credits
Supervisors
Examiners
Available from: 2018-02-20 Created: 2018-02-20 Last updated: 2018-02-20Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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