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Kreativ Reklam: Det lilla som ändrade det stora
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
Stockholm University, Faculty of Humanities, Department of Journalism, Media and Communication (JMK).
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The Volkswagen campaign “Think Small” from 1959 is considered by many in the advertising industry to beone of the best commercials of all time. The task of this essay focuses on the study of how advertising was done beforethis revolutionizing campaign, and whether similar patterns can be found today. Through this paper, we attempt to answerfollowing questions: 1. What differs between the “Think Small” campaign and earlier car-ads? 2. Can similar patterns and standards be found in today's subsequent car commercials? 3. What role does creativity play within the advertising industry? The foundation of this essay is based on theoretical advertising points based ondesign and creative strategies. These include product-focused advertising, brand-building advertising, humor inadvertising, as well as messages and trends. The concluding parts are structured according to strategies developed bycopywriter and brand strategist Per Robert Öhlin. This provides an interesting structure to the final discussion where weattempt to answer the aforementioned questions. This paper studies five car-commercials, all produced through advertising agencies - two oldones and three more recent ones. Ford's “'49 Ford – Ford of the Year” from 1948, and Volkswagen's “Think Small” from1959 are the older campaigns. The more recent ones include Volkswagen's “Some cars talk. This one listens.” from1989; Volvo's ”Think outside the box” from 2006 and Volkswagen's “The Force” from 2011. The study is based onsemiotic comparative analysis of the aforementioned car commercials. We mainly use Roland Barthes' methodology inorder to obtain a broader picture of the campaigns' manifest and latent levels. This allows for a qualitative analysis onhow text and images reinforce each other in a functional symbiosis as well as what roll creativity has in the making ofadvertisement. Result: Until the 1960's, advertising campaigns were almost exclusively product-focused in their marketing. Although, by using humor and creativity, focus shifted to marketing the brand instead. It is thought that this is somethingthat the “Think Small-campaign” may have led to.Embodied in a protrusive nature, “Think Small” succeeded in using humor and irony while still managing to relate toreality, and following brand-building strategies rather than product-focused ones.Since the creative revolution of the 1960's in the United States, creativity has become an increasingly important part inadvertisement creation worldwide. However, it is difficult to know what is considered creative, entertaining and original,when perceptions differ depending on who you target. Advertising today is seen to have moved towards being moreentertaining and captivating in nature, rather than being aggressive and forceing itself upon the targeted audience. Todaythe brand strikes a stance and character that presents much more than simply the products and services themselves.

Place, publisher, year, edition, pages
2011. , 64 p.
Keyword [sv]
Reklam, Advertising, Creativity, Automotive advertisment, Semiotic analysis
National Category
Media and Communications
URN: urn:nbn:se:su:diva-58410OAI: diva2:420544
Humanities, Theology
Available from: 2011-06-15 Created: 2011-06-01 Last updated: 2011-06-15Bibliographically approved

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Ognissanti, Antonino
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