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#HMBalmaination: En kvalitativ studie om semiotik, retorik och celebriteter i modevärlden
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Hösten 2015 lanserade H&M tillsammans med lyxvarumärket Balmain en klädkollektion i över 240 länder världen över, som snabbt blev eftertraktad. Vilka strategier har H&M och Balmain använt sig av för att sända ut sin kampanj?

I den här uppsatsen har vi studerat samarbetet mellan H&M och Balmains reklamkampanj ur ett sändarperspektiv. De teorierna som vi har tagit hjälp av för att kunna göra vår studie är semiotik, retorik samt celebrity endorsement. Syftet med denna studie var att skapa mer kunskap om vad det är sändarna egentligen uttrycker med sina bilder, då vi lätt blir naiva i vårat bildseende. Därför har vi valt ut sex bilder från kampanjen där vi kan se modellerna bära kläderna från kollektion. Vi har sedan analyserat bilderna ur vår synvinkel med hjälp av de teorierna semiotik, retorik samt celebrity endorsement. Detta har vi gjort för att hjälpa andra att vidga deras vy när de sedan studerar bilderna. Det vi kom fram till när vi analyserade bilderna var att tolkningarna blev mycket bredare eftersom vi observerade de in i den minsta detaljen. Vi insåg även att samtliga metoder och teorier är användbara för att fullända och förstå vad bilderna egentligen vill säga.

Abstract [en]

The fall of 2015 H&M launched together with the luxury brand Balmain a clothing line in over 240 countries world wide, that fast became coveted. Which strategies did H&M and Balmain use to send out their campaign?

In this bachelor thesis we have studied the collaboration between H&M and Balmains advertising campaign from a sender perspective. The theories that we took help from to be able to complete out study were semiotic, rhetoric and celebrity endorsement. The purpose with this study was to engage more knowledge about what the senders are actually are conveying with their pictures, because we easily become simplistic when we interpret pictures. Therefore we have chosen six pictures from the campaign where we can see the models carrying the clothes from the collection. Afterword we have analyzed the pictures from our view with the help from semiotic, rhetoric and celebrity endorsement. This we have done to help others to broaden their view when they are studying the pictures. The results we received when we analyzed the pictures were that the interpretations became wider because we observed them in to every detail. We also realized that all of the methods and theories were helpful to accomplish and understand what the pictures are truly are saying.

Place, publisher, year, edition, pages
2016. , 43 p.
Keyword [sv]
Semiotik, Retorik
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-29575ISRN: JU-HLK-MKA-1-20160046OAI: oai:DiVA.org:hj-29575DiVA: diva2:908968
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2016-03-07 Created: 2016-03-03 Last updated: 2016-03-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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