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Kampen om miljösegmentet: En retorisk semiotisk studie av bilreklam i en föränderlig marknad
Örebro University, Department of Humanities.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The market for cars is facing a major change, driven by the growing awareness about climate change and the importance of cars in that context. A new market segment is emerging, the Environmental Segment, and various manufacturers are already fighting for a position in the new playing field. The Swedish manufacturers Saab and Volvo are well advanced and have already begun a clear positioning in the new segment, pushed by the Swedish public opinion and partly supported by recent political decisions. Marketing and Market Communications are important tools in this work.

This Thesis is concerned with the analysis of market communicative tools and has been confined to printed matter and web pages from the two manufacturers. The purpose is to find out if they have adopted the environment in their profiling, if their market communications are adapted to the new environmental segment and if there are material differences between the two companies in their communication strategies towards the new segment. It also intends to find out which arguments are in focus when the companies attack the environmental segment. The qualitative method has been used as a basis for this study, recognizing that a quantitative approach would be time consuming and less fit for the purpose. Theories used in the analysis are related to brands, brand confusion, semiotics, rethorics and the importance of pictures in the communicative process.

Place, publisher, year, edition, pages
2008. , p. 65
Keywords [en]
Rethorics semiotics profile marketing brands Saab Volvo
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-1895ISRN: ORU-HUM/MKV-C--08/0007--SEOAI: oai:DiVA.org:oru-1895DiVA, id: diva2:135615
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Available from: 2008-03-06 Created: 2008-03-06 Last updated: 2017-10-18

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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