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Nationella stereotyper i reklam
University of Borås, Swedish School of Textiles.
2010 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
National stereotypes in advertisement (English)
Abstract [en]

Abstract Background: Countries can be seen as brands (nation brands) with brand values that transmit to the country’s products. Country-of-origin (COO), the brands nationality, links the product to an associative network of cultural shared national stereotypes. Through associating the brand with a country or a region, the credibility of the brand can increase and strengthen the brand. Therefore COO is used in marketing to position a brand. Purpose: The purpose of this study is to examine how luxury fashion brands communicate their national identity through analyzing their advertising. The brands examined in the study are the French brand Chanel and the British brand Burberry. To be able to answer the research question, the brands’ advertising campaigns were analyzed to see whether they contain a brand personality built on a national stereotype or if there is a clear national theme or stories linking to the national identity. Methodology: The national stereotypes of the two countries were examined through a pilot study. The advertising campaigns were analyzed by using an analyze model that was developed from image analyzing theories. It was then connected to the theory and the national stereotypes that evolved from the pilot study. Results: The results revealed in this study shows that the two different brands use their national identity in different ways. While Burberry has a clear British theme in their marketing, Chanel uses stories to link their brand personality with that of the founder Coco Chanel, whom is associated with the stereotype of France.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2010.
Series
Magisteruppsats ; 2010.6.2
Keywords [en]
country of origin, nation branding, national stereotypes, fashion luxury brands
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-20180Local ID: 2320/6774OAI: oai:DiVA.org:hb-20180DiVA, id: diva2:1312114
Note

Sammanfattning

Bakgrund: Länder kan ses som varumärken (nation brands) som har varumärkesvärden som

överförs till ländernas produkter. Country-of-origin (COO), varumärkets nationalitet, länkar

produkten till ett associativt nätverk av kulturellt delade nationella stereotyper. Genom att

associera ett varumärke med ett land eller en region, kan trovärdigheten för varumärket öka

vilket förstärker varumärket. COO kommuniceras därför i reklam för positionering.

Syfte: Huvudsyftet med denna studie är att undersöka hur lyxvarumärken inom mode

kommunicerar sin nationella identitet genom att analysera deras reklamkampanjer. De

varumärken som studerades var franska Chanel och brittiska Burberry. För att svara på syftet

prövades om varumärkenas personlighet bygger på den nationella stereotypen.

Reklambilderna analyserades även för att se om det finns ett tydligt nationellt tema eller

berättelser som länkar till den nationella identiteten.

Metod: Genom en förstudie undersöktes de olika ländernas nationella stereotyper.

Reklambilderna analyserades med hjälp av en analysmodell som utvecklades från

bildanalysteorier. Analysen kopplades till teorin samt de nationella stereotyper som

framkommit genom förstudien.

Resultat: Resultatet och det som framkom i studien var att de olika varumärkena använder sig

av sin nationella identitet på olika sätt. Medan Burberry har ett tydligt brittiskt tema i sin

marknadsföring, använder Chanel berättelser som länkar varumärkespersonligheten till

grundaren Coco Chanel, som kan sammankopplas med den franska stereotypen.

Program: Textilekonomutbildningen magister

Available from: 2019-04-30 Created: 2019-04-30

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