Vad håller ni på med?: En studie i Försvarsmaktens marknadskommunikation
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Title: What are you doing - A study in the Swedish Armed Forces marketing
Authors: Johanna Hillforth & Linda Olander
Tutor: Josef Pallas
Purpose: The purpose of this thesis was to analyze the communicative
functions as the Swedish Armed Forces uses in its marketing communications.
Method and material: The used method in this study is a qualitative
semiotic content analysis, and the material analyzed is five ads from five of
their latest advertising campaigns.
Main results: The results of the study have shown that the Swedish Armed
Forces primarily uses three of the four communicative functions in their
communication, by being of informative, expressive and affecting nature.
Place, publisher, year, edition, pages
2014. , 68 p.
Myndighetskommunikation, innehållsanalys, kommunikationsfunktioner, Försvarsmakten, semiotik
IdentifiersURN: urn:nbn:se:uu:diva-216798OAI: oai:DiVA.org:uu-216798DiVA: diva2:690844
Subject / course
Media and Communication Studies
Pallas, Josef, Forskare
Hössjer, Amelie, Docent