sh.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • 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
Tecken: En retorisk-semiologisk analys av antirökreklam
Södertörns högskola, Institutionen för kommunikation, medier och it.
2011 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

This essay studies how advertisements in various anti-smoking campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.

Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking campaigns trying to change that ideology.

The purpose of anti-smoking campaigns is to conduct a kategoria of myth that tobacco advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer’s attitude toward smoking and the tobacco myth with an anti-myth. This becomes a counter-myth to the myth created by tobacco advertising and their logos and pathos arguments. The anti-smoke commercial logos become anti-logos and pathos to anti-pathos (antipathy) for the cigarette whose arguments are created from the viewer's connotations of anti-smoke commercials.

The cigarette, as a product of connotations in commercials, shows how rhetorical persua-sion becomes public relations and vice versa.

Ort, förlag, år, upplaga, sidor
2011. , s. 46
Nyckelord [en]
Rhetoric, semiology, myth, anti-logos, anti-smoke commercial
Nationell ämneskategori
Humaniora
Identifikatorer
URN: urn:nbn:se:sh:diva-11368OAI: oai:DiVA.org:sh-11368DiVA, id: diva2:440457
Ämne / kurs
Retorik
Uppsök
humaniora/teologi
Handledare
Tillgänglig från: 2011-09-13 Skapad: 2011-09-13 Senast uppdaterad: 2011-09-13Bibliografiskt granskad

Open Access i DiVA

fulltext(1249 kB)829 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 1249 kBChecksumma SHA-512
a8af3c8ab3c4e9aefbd8228e967eaff0555dc90db4529ab0691488fe36c4874535ac24f0ae8e176086003b31fb623a6cefc7480caa74862cf66d77d836466b74
Typ fulltextMimetyp application/pdf

Av organisationen
Institutionen för kommunikation, medier och it
Humaniora

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 829 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: 590 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • 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