Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
'Setting the joy free' with Cadbury UK: A CDA analysis of how persuasion is communicated within Cadbury UK's social media discourse, according to Aristotle's 'persuasive proofs'
Högskolan i Jönköping, Högskolan för lärande och kommunikation, HLK, Medie- och kommunikationsvetenskap.
2017 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

This study uses a CDA analysis in order to take a critical look at how linguistic and visual techniques are used to create positive messages about a ‘modern’ brand, British confectionary company, Cadbury UK, in their social media discourse on Facebook, Instagram and Twitter. The study goes further in exploring how these messages are constructed in a way which according to Aristotle, is ‘persuasive’, looking at how they appealed to emotion (pathos), the character or trustworthiness of the brand (ethos) and how the message created or appealed to logic (logos). The study focuses on critical theoretical perspectives regarding the promotion of consumerism in such marketing operations, whilst also looking at how the messages identified are aimed at ‘persuading’ the audience into accepting consumerist values. This thesis also views social media as a platform upon which much sociological theory still applies such as the idea of ‘self-presentation’ for example, where individuals aim to present themselves in a way which benefits them within a social setting. The main messages identified within Cadbury UK’s social media discourse were: ‘Cadbury UK is a familiar ‘voice’, ‘Cadbury UK is a brand who cares’, ‘Cadbury UK is a source of joy’, ‘Cadbury UK shares festive family values’, ‘Cadbury UK is comforting’ and ‘Cadbury UK is a cultural symbol’. What these messages point out as a general summary is that Cadbury UK had utilised their social media discourse as a way of appearing ‘familiar’ to the consumer, with the aim of creating a ‘friendly’ relationship with them. It was also found that in all cases, pathos played a vital role in making the messages ‘persuasive’. This allowed the brand to communicate with the consumer at a ‘closer’, more emotional level.

Ort, förlag, år, upplaga, sidor
2017.
Nyckelord [en]
Persuasion, social media, brands.
Nationell ämneskategori
Kommunikationsvetenskap
Identifikatorer
URN: urn:nbn:se:hj:diva-37246ISRN: JU-HLK-MKA-2-20170129OAI: oai:DiVA.org:hj-37246DiVA, id: diva2:1139862
Ämne / kurs
HLK, Medie- och kommunikationsvetenskap
Examinatorer
Tillgänglig från: 2017-09-15 Skapad: 2017-09-09 Senast uppdaterad: 2017-09-15Bibliografiskt granskad

Open Access i DiVA

fulltext(1627 kB)389 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1627 kBChecksumma SHA-512
93943dedd79e0b3b57ebecd624b738d4fd541d557af81ce225785ee09c83daf2106c8f0d976633cd3732c1c8611a32793c27440377556f70208eb70c07c73026
Typ fulltextMimetyp application/pdf

Av organisationen
HLK, Medie- och kommunikationsvetenskap
Kommunikationsvetenskap

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 389 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 757 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf