Populärmusik i TV-reklam : En kvalitativ undersökning av musiken som betydelsebärande teckensystem

This paper examines a popular music song (Heartbeats by Jose Gonzalez) as a sign system in television advertising. The study was conducted through qualitative questionnaires in connection to an audio-visual method of analysis called Masking. The method facilitates the analysis of isolated parts in the audio-visual spectrum by masking/hiding parts of the audio-visual totality.The survey had seven respondents where a hermeneutic epistemological approach was used. For the analysis Cooper's theory of brand identity (Practical and Symbolic Attitudes to Buying Brands) was used together with an interaction model for music in audio-visual advertising called "Modes of music-image interaction”. The results showed that the music was associated with values as genuine, honest, responsibility, purity, independence and innovation. The music's symbolic values helped to position the brand in a lifestyle context. The music also helped to express the target group’s identity and attitudes by being innovative and independent. It also enhanced the perception of the visual colour rendition in the film. In general the television advertisement perceived more positive and entertaining when the music was present. In other words the music's social and cultural position contributed to raise the film's credibility. A deeper social and cultural value was created in the movie through resonance between symbolic values of the music and symbolic values of the film.

Reklam i sociala medier och dess påverkan på konsumenterna : En kvalitativ studie om generation y’s attityder till reklam på sociala medier

Denna studie syftar till att skapa en förståelse för generation y’s attityder till reklam på dagens fyra största sociala medier. Generation y innefattar individer födda mellan år 1980-1999. Dessa individer har vuxit upp i en tid med framfart av teknologiska produkter där majoriteten använder sociala medier mer eller mindre dagligen. Denna grupp individer anses därmed bli det mest betydelsefulla kundsegmentet för digital marknadsföring i framtiden. För att kunna besvara syftet har en kvalitativ metod tillämpats. Författarna utgick först från teorier som låg till grund för den empiriska data som samlades in, för att slutligen analysera resultatet tillbaka till teorierna. Detta utgjordes av fokusgruppsintervjuer för att på så vis undersöka och erhålla förståelse om individers attityder gällande reklam på sociala medier. Vad som framkom av denna studie är att generation y i studien tolkas ha en positiv attityd till reklam från företag de själva valt att följa på sociala medier. Individerna tolkas även ta till sig mer av reklam som är riktad personligt mot dem. I vilken utsträckning individerna tar till sig av reklamen kopplas även ihop med vilket socialt medium den riktas från. Vidare kan resultatet av denna studie ge dagens och framtida marknadsförare en insikt i hur det betydande marknadssegmentet generation y uppfattar reklam i sociala medier, vilket kan möjliggöra marknadsföringsinnovationer hos företagen som vill stärka varumärket och påverka konsumenternas köpintention positivt

Grafisk profilering och identitetsskapande

This degree project has been done in parallel to the advertising agency Hera in Uppsala, and containsthe creating of a logotype and graphic profile for Aircall, a new big chain of shops dealing with telecommunication.Aircall was found 1 February 2004, when three smaller companies became one. Thisnew company were in need of a common brand and a uniform profile. The created graphic profile hasbeen applied to visiting cards, letterhead, envelopes, letter cards, bags, cars and advertisement. Thegraphic profile has also been used when designing the shop interior end exterior. Research has beendone on competitors graphic profiles and advertisement. The project also contains a deepening in corporateidentity.

Hur retusch påverkar skönhetsannonsers attraktion : En studie om målgruppens åsikter och köplust

Tidigare studier som gjorts inom området visade att kvinnor anser att kvinnors skönhet inte är värderad enligt rimliga normer i vårt samhälle. Hård retuschering motarbetas på många håll, bland annat genom att organisationer som ASA (Advertising Standards Authority) och politiska partier som Liberaldemokraterna i Storbritannien arbetar för att missledande retuschering ska försvinna. En studie har visat att det, för att öka annonsers attraktionskraft, är viktigt att den ökade skönheten hos en modell är relevant för produktens användningsområde, då betraktaren anstränger sig intellektuellt vid betraktandet av bilden. Det finns dock inga tidigare studier som bevisar om en retuscherad modell faktiskt ökar målgruppens köplust av skönhetsprodukter vid rådande samhällsattityder och skönhetsideal. Två enkätundersökningar gjordes därför med sammanlagt 1480 deltagare. Produkten i studien var en fiktiv hudkräm. Genom att i den ena undersökningen låta betraktaren möta modellbilden i en situation som efterliknade verkligheten, på så sätt att de inte fick veta om den var retuscherad, kunde studien svara på om retuschering ökade köplusten. Bilder med bortretuscherade skönhetsfläckar och utväxt prefererades. Att retuschera bort flyghår ökade inte köplusten. I den andra jämförande undersökningen kunde betraktaren jämföra den retuscherade med den oretuscherade modellbilden. Resultaten visade att skönhetsfläckar och flyghår tillåts och prefereras borttagna, men inte utväxt. I intervjuer med fem kvinnor hördes målgruppens attityder om vad som ansågs var tillåtet att retuschera. Svaren tydde på att en relevant och försiktig retuschering prefererades. Att lämna några födelsemärken ökade trovärdigheten.

Manipulation in Newspaper Articles : A Political Discourse Analysis of Lexical Choice and Manipulation in Japanese Newspaper Crisis Reporting in the case of North Korea

This paper analyzes some forms of linguistic manipulation in Japanese in newspapers when reporting on North Korea and its nuclear tests. The focus lies on lexical ambiguity in headlines and journalist’s voices in the body of the articles, that results in manipulation of the minds of the readers. The study is based on a corpus of nine articles from two of Japan’s largest newspapers Yomiuri Online and Asahi Shimbun Digital. The linguistic phenomenon that contribute to create manipulation are divided into Short Term Memory impact or Long Term Memory impact and examples will be discussed under each of the categories.The main results of the study are that headlines in Japanese newspapers do not make use of an ambiguous, double grounded structure. However, the articles are filled with explicit and implied attitudes as well as attributed material from people of a high social status, which suggests that manipulation of the long term memory is a tool used in Japanese media.

Movies, Mind and Meaning : Studying Audience and Favourite Films

Construction of identity and meaning is becoming increasingly important in both media studies and religion scholarship. (Lövheim, 2004) Meaning construction outside traditional religion has become more interesting for religious studies and what individuals in the audience do with all messages circulated through media in everyday life has attended increasing interest within media studies (Stout and Buddenbaum, 2001). Motion pictures, soap operas and advertising are all examples of media contents which generate ideas among its audience which to a various degree are used as resources within the construction of identity (Jansson, 2001). The investigation of what modern humankind’s world views look like and what components they are composed of, in this context seems to be an important topic of investigation (Holm and Björkqvist, 1996). The ways in which the development of media has effected the daily lives of individuals is interest as is the nature of the self and the ways in which the process of self-formation is affected by the profusion of mediated materials (Thompson, 1995). Film and religion are my interest within this larger frame. The topic is not exactly new but the combination of film and religion has during the last ten years resulted in a rapidly growing number of books by scholars interested in this field (Lyden, 2003). One growing focus is on the role that films can and do play within the emerging and developing valuesystem of people in the West today (Marsh, 2004). The British theologian Clive Marsh’s point of departure is very similar to my own. Viewers bring to a film life-experience, immediate concerns and worldviews and the exploration of this interplay between movies and the interpreting process of meaning making is the very focus in this paper. Theoretically, the semeiological model of Alf Linderman is combined with cultural cognitive approaches used by a number of Scandinavian media scholars developing perspectives in audience theory (Linderman, 1996, Höijer and Werner, 1998). 13 individuals, their favourite movie and what it means to them in their life My aim is to examine how individuals comprehend film and what the meaning process look like. In this paper I present the outcome of 13 interviews with young people about their favourite film. I suggest how it is possible to interpret how they interrelate film comprehension with their personal beliefs and their culturally constructed worldview from a sociocognitive point of view. Examples of films chosen range from Disneys Lion King (1994), sciencefiction and fantasy successes like The Matrix (1999) and Lord of the Rings (2001) or the next best movie ever according to www.IMdb.com The Shawshank Redemption (1994) as well as the Swedish blockbuster Så som i himmelen (2004), aka “As in Heaven”.

Online and Offline Gaming as Support for English Education in Swedish Upper Elementary Schools with Focus on Reading Comprehension Online and Offline Gaming as Support for English Education in Swedish Upper Elementary Schools with Focus on Reading Comprehension : A literature review about online and offline gaming as a resource for developing English reading comprehension in Swedish schools in year 4-6

The aim of this degree thesis is to see what research says about the use of computer and video games to support upper elementary pupils’ development in English reading comprehension in Swedish schools. Other goals are to see how online and offline gaming can be integrated in the Swedish schools and what attitudes teachers have towards gaming. The method used is a systematic literature review and the purpose is to analyze chosen articles and to find relevant content that answers the research questions. Five articles were chosen from different databases and were systematically analyzed in this thesis. The results show that online gaming as support for education can be rewarding for some upper elementary pupils in English learning. However, in English reading comprehension there is not much research found which means that more research needs to be made within this area. Moreover, involving online gaming in English language learning seems to be a challenge for teachers mostly because of their lack of knowledge about the subject, even though they are positive to gaming. The lack of knowledge about the subject could be altered with more education and courses in the area.

Non-challenging education and teacher control as factors for marginalization of students in diverse settings

This article discusses teachers’ attitudes towards immigrant students in poor settings and the effect these attitudes have on organization of education on classroom level. It draws on results from two ethnographic studies where some primary school classes in Sweden were followed with participant observation and interviews as main research methods. The article focuses on classroom activities and teachers’ attitudes towards immigrant students and students with low socio-economic status. In the article is argued for the importance of presenting students in poor settings with demanding tasks and challenging education. In these cases, intellectually undemanding tasks in combination with little room for students’ own initiatives resulted in low enthusiasm among students regarding schoolwork and accordingly low learning, while classroom work that demanded active involvement by students in combination with high level of students’ influence on what took place in classrooms resulted in high level of students’ engagement and high outcome.

Perceived Work-related Factors and Turnover Intention : A Case Study of a South Korean Construction Company

Purpose – Employee turnover entails considerable costs and is a major problem for the construction industry. By creating an extensive framework, this study aims to examine whether perceived work-related factors affect turnover intention in South Korean construction companies. Research design – The paper is based on the results of a questionnaire of 136 employees that was conducted and provided by a Korean construction company. Research hypotheses were tested via correlation analyses. The most influencing work-related factors, as well as differences among job levels, were determined by multiple regression analyses. Findings – Communication, immediate leaders, organizational commitment, and organizational pride substantially affect turnover intentions. All of these factors can be considered as relational factors. The most influencing factors differ among job levels. Discussion/practical implications – Immediate leaders should be aware of their role in retaining employees and enhance communication, organizational commitment and pride. This study shows how the importance of certain variables differs for groups of employees. Theoretical implications/limitations– This study is based on a sample of employees from a Korean construction company. Therefore, the generalizability of the findings has to be tested. Future research should test the proposed framework with other factors or resources. Originality/value – This study shed light on the turnover subject in the South Korean construction industry. It shows that different factors can influence turnover intention among job levels. A framework was created, which is based on 16 work-related factors including organizational factors, HRM practices and job attitudes.

Perceived Work-related Factors and Turnover Intention : - A Case Study of a South Korean Construction Company

Purpose – Employee turnover entails considerable costs and is a major problem for the construction industry. By creating an extensive framework, this study aims to examine whether perceived work-related factors affect turnover intention in South Korean construction companies. Research design – The paper is based on the results of a questionnaire of 136 employees that was conducted and provided by a Korean construction company. Research hypotheses were tested via correlation analyses. The most influencing work-related factors, as well as differences among job levels, were determined by multiple regression analyses. Findings – Communication, immediate leaders, organizational commitment, and organizational pride substantially affect turnover intentions. All of these factors can be considered as relational factors. The most influencing factors differ among job levels. Discussion/practical implications – Immediate leaders should be aware of their role in retaining employees and enhance communication, organizational commitment and pride. This study shows how the importance of certain variables differs for groups of employees. Theoretical implications/limitations– This study is based on a sample of employees from a Korean construction company. Therefore, the generalizability of the findings has to be tested. Future research should test the proposed framework with other factors or resources. Originality/value – This study shed light on the turnover subject in the South Korean construction industry. It shows that different factors can influence turnover intention among job levels. A framework was created, which is based on 16 work-related factors including organizational factors, HRM practices and job attitudes.

Källkritik på Internet : En kvalitativ studie av den källkritiska medvetenheten hos gymnasieelever på samhällsprogrammet

This essay is an ideographic study over the capacity of high school students to use the Internet with source criticism, and their attitudes towards this media. It’s a qualitative study whose main purpose is to seek out how the students reflect upon the problems facing them when searching facts and information over the internet.The focus group is six 18 year old high school students, who are studying in a normal sized town in the middle of Sweden, and are about to finish their studies in the program for social sciences. The study was made through interviews, one on one with the students,The results of the analysis have shown that even if students not necessarily use a pre meditated method when searching for information over the internet, they do have a basic understanding of the matter, especially concerning the nature of the source, who published it and why. Not all students made any thorough comparison with other, already established media, such as TV or books, but the analysis made it clear that they more or less deliberately saw the established media as more trustworthy in general. Individuals publishing on the internet, such as bloggers and Wikipedia, are seen with the utmost skepticism while public institutions such as universities and public service TV, are generally trusted as being honest and objective, also when publishing on the internet.

Utvärdering av kvalité och dess behov inom förprovtryck

It always has been a need for the abiltiy to create color proofs. When an error occurs late in the production process, itis allways complicated and difficult to correct the error. In this project, digital proofs been made and discussions havebeen held with several people in the printing industry, in order to examine how well excisting digital proofs, meet thedemand of the market. And how close the digital proofs can come to the actual printsheat from the press. The study hasbeen shown that the one thing that has had the most influence on the outcome for the quality of a digital proof, is theprintshop operator’s knowledge about color management and proofing systems. Many advertising agencies in the graphicindustry think rasterised proofs are not necessesary and expensive. Therefor they prefer a cheaper alternative, whichdoesn’t show colors as well as the rasterised proof, but well enough to be content with it. There are a good awarenessconcerning lack of communication between printshop, reproduction and advertising agency. Advertising agencies thinkthat printshop rarely listen to what they have to say, while the printshop think that the advertising agency doesn’t understandwhat they are trying to tell them. The outcome of the printed proofs in this study can’t be representive for howgood digital proofs are conducted in regular basis in the industry. The divergence between the print press sheat and thedigital proof that was made was bigger than expected. This shows that implementation of ICC profiles in a color managementflow, not alone is the answer to making perfect digital proofs. There are so many other issues that has to be examined,like color management software, measure tools and correct color management module. In order to make a perfectproof, you have to look at the whole picture. In the end, the human eye finally has the last word on wheather theproof is good or not.

Applicatiion of Almost ideal demand system for a pharmaceutical

This thesis is an application of the Almost Ideal Demand System approach of Deaton and Muellbauer,1980, for a particular pharmaceutical, Citalopram, in which GORMAN´s (1971) multi-stage budgeting approach is applied basically since it is one of the most useful approach in estimating demand for differentiated products. Citalopram is an antidepressant drug that is used in the treatment of major depression. As for most other pharmaceuticals whose the patent has expired, there exist branded and generic versions of Citalopram. This paper is aimed to define its demand system with two stage models for the branded version and five generic versions, and to show whether generic versions are able to compete with the branded version. I calculated the own price elasticities, and it made me possible to compare and make a conclusion about the consumers’ choices over the brand and generic drugs. Even though the models need for being developed with some additional variables, estimation results of models and uncompensated price elasticities indicated that the branded version has still power in the market, and generics are able to compete with lower prices. One important point that has to be taken into consideration is that the Swedish pharmaceutical market faced a reform on October 1, 2002, that aims to make consumer better informed about the price and decrease the overall expenditures for pharmaceuticals. Since there were not significantly enough generic sales to take into calculation before the reform, my paper covers sales after the reform.

Anton Nyström's Defense of Homosexuality

In 1919 Anton Nyström became the first person in Sweden to publish a comprehensive defense of homosexuality. He believed that its classification as a mental illness was erroneous and that Sweden's law against homosexual sex was both irrational and cruel. Nyström was a physician whose work in the medical area dealt primarily with dermatology, psychiatry and human sexuality; however he was also a prolific historian, who took a staunchly anti-Christian view in his analysis of how Christianity affected European culture, especially in the area of sexual morality. In fact, much of Nyström's medical texts dealing with human sexuality consisted of anti-Christian cultural and historical commentary. The object of this "C-uppsats" is to analyze Nyström's pamphlet, Om Homosexualitet och Hermafroditi: Belysning af Missförstådda Existenser and illustrate how its defensive structure was consistent with the pattern used by the author in his other books and articles on human sexuality. Specifically, that irrational and neurotic Christian beliefs caused both mental and physical suffering and were the source of deleterious forms of morality. Additionally, this paper will also show that the solution Nyström had for the problem of negative and erroneous attitudes towards homosexuality was to replace the sodomitic view of homosexuality with one based upon a more rational and naturalistic belief system, the basis of which could be found in the pre-Christian cultures of Europe, most especially in Greece. This new conception was to be constructed primarily out of historical example and cultural analyses. For Nyström, history writing was used both as a weapon to fight the source of negative attitudes towards homosexuality, as well as a tool that could be used to build a positive cultural model which would be beneficial for homosexuals.

Perceptions of climate change at ski resorts in midsouth of Sweden

Climate change as a phenomenon will imply new risks for the ski industry. Intergovernmental Panal on Climate Change presents three future scenarios, during the periods between 1990-2100, in forms of increased temperatures, a rise in the sea level and seasonal variations, variables out of which two have direct impacts on the ski industry. The aim for this study was to explore and compare attitudes towards climate change between five ski resorts located in mid-south of Sweden. This was done through in depth interviews in both face to face and by telephone. The result of the study was that all the chosen ski resorts were aware of climate change as a phenomenon but have not yet recognized its consequences. All ski resorts use methods to maintain skiing i.e. artificial snow production though not because of climate change.