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Svensk barnmatsmärkning: En diskursanalytisk studie av märkningens design och tillgänglighet
Stockholm University, Faculty of Humanities, Department of Scandinavian Languages.
2000 (Swedish)Report (Other academic)
Abstract [sv]

The report reviews a study of the design and accessibility of Swedish baby food labels for infant formula, gruel, and baby porridge. As the study was carried out within an EU-project in which four other European countries participated, comparisons with results from these countries are made. The final chapter of the report contains recommendations for the improvement of the accessibility of the Swedish labels.

The theoretical approach to accessibility is that of discourse analysis. For this reason, the study incorporates the producers of the labels, i.e. the manufacturers and the advertising agencies, the linguistic and semiotic construction of the labels themselves, and the readers of the labels.

Only a few potential accessibility problems on the labels were identified in the label analysis. This result was confirmed by a consumer study, in which it was concluded that the labels caused no major accessibility problems to the average consumer. However, parents that were not native speakers of Swedish tended to think that the labels were more difficult to understand than native speakers of Swedish.

Further, the analysis of the labels showed that the gruel and porridge labels tend, with a few exceptions, to be more sales oriented than the infant formula labels. The comparisons with results from the other EU-countries showed that the Swedish labels as a whole contained fewer commercial and potentially misleading features than the labels from the other countries.

Place, publisher, year, edition, pages
Institutionen för nordiska språk, Stockholms universitet, Stockholm , 2000. , 127 p.
, TeFa (Text- och fackspråksforkning), ISSN 1102-9633 ; 35
Keyword [en]
text accessibility, food labels, multimodal texts, discourse analysis
URN: urn:nbn:se:su:diva-21555OAI: diva2:188082
Available from: 2007-12-12 Created: 2007-12-12Bibliographically approved

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Björkvall, Anders
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