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Det börjar lukta surt...: En semiotisk studie om Oatlys kommunikationsstrategier i reklamkampanjen Spola mjölken
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Something is starting to smell funny… : A qualitative study on Oatly´s communication strategies  (English)
Abstract [sv]

I dagens samhälle är miljön ett viktigt och mycket omdebatterat ämne, och att välja hållbara livsmedel har blivit hög prioritet för många, vilket mynnar ut i en hög efterfrågan hållbara och inte minst veganska råvaror. Veganska alternativ till mjölk, exempelvis havredryck, har därför framtagits och anses vara ett bra alternativ för den som värnar om både miljö och hälsa. Syftet med studien är att undersöka hur företaget Oatly använder sig av retoriska medel och annan marknadsföringsstrategi i reklamkampanjen Spola mjölken. Studien utförs genom en semiotisk analys, utifrån ett retoriskt- och semiotiskt perspektiv och stöds av teorier kring positionering, polarisering och legitimitet. Budskapet som skildras i kampanjens reklamfilm är att mottagaren ska byta ut mjölk mot havredryck. Mjölkdrickande likställs med ett hälsofarligt och miljöförstörande beteende. Oatly positionerar sig därför som ett mer hållbart alternativ än mjölk.

Abstract [en]

Purpose: The purpose of the study is to investigate how the company Oatly uses rhetorical means and other marketing strategies in the advertising campaign Spola mjölkenTheory: The study is conducted from a rhetorical and semiotic perspective, and also supported by theories of legitimacy, positioning and polarization. Method: The study is conducted through a semiotic analysis supported by critical theory. A qualitative approach was chosen as it facilitates the study of society and its phenomena, which enables the purpose of this study. Material: The material of the analysis is a commercial film from a company named Oatly. The commercial and the campaign it is a part of, are both named Spola mjölkenOutcome: The message portrayed in the commercial is that the recipient should exchange milk for oat based milk. To drink milk is equated with a health and environmentally harmful behavior. Oatly therefore positions itself as a more sustainable alternative than milk. The marketing strategy can be perceived as aggressive because the company chooses to address the shortcomings with milk production instead of emphasizing on the good qualities of its own business and product.

Place, publisher, year, edition, pages
2020. , p. 57
Keywords [en]
semiotic study, Oatly, sustainability, legitimacy theory, DotCool, semiotics, rhetoric, commercial, advertising, visual communication, strategy
Keywords [sv]
semiotisk analys, Oatly, hållbarhet, legitimitet, DotCool, semiotik, retorik, reklam, marknadsföring, visuell kommunikation, reklamfilm, strategi
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-47607ISRN: JU-HLK-MKA-1-20200269OAI: oai:DiVA.org:hj-47607DiVA, id: diva2:1390439
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2020-02-14 Created: 2020-01-31 Last updated: 2020-02-14Bibliographically approved

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