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National Heritage and Global Challenges in Contemporary Advertising: A Case Study of Blogger Response to the Romanian “ROM American” Campaign
Stockholm University, Faculty of Humanities, Department of Media Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This paper is a study of audience reception and focuses on the ways in which Romanianbloggers responded to the “The Taste of Coolness” advertising campaign, developed in 2010for the Romanian brand of chocolate bars, ROM. The article draws on previous research onnationalism and the nation, as well as on the concept of brand myth in order to assess theconstruction of the advertising message and its reception and to distinguish markers ofnational identity in both the advertising discourse and the consumer discourse. Semiotics andcritical discourse analysis are used to analyze the advertisements and, respectively, a sampleof blogger activity, which comprises 66 articles. The results suggest that bloggers dissociatebetween the advertising campaign in itself and the national identity and brand heritageaspects, making the former the theme of their blog articles and promoting debate. The studydiscusses nationally-themed campaigns and appealing to patriotism in Romanian advertising,with a clear focus on a particular local campaign and on audience response.

Place, publisher, year, edition, pages
2012. , 87 p.
Keyword [en]
advertising, patriotism, nationalism, buzz marketing, viral marketing, brand
National Category
Media and Communications
URN: urn:nbn:se:su:diva-87654OAI: diva2:605565
Social and Behavioural Science, Law
Available from: 2013-04-08 Created: 2013-02-14 Last updated: 2014-08-06Bibliographically approved

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ReferencesLink to record
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