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Banken, kunden och pengarna: En diskussion av kritikens roll i en historisk undersökning av marknadsföringstexter och -diskurser
Linnaeus University, Faculty of Arts and Humanities, Department of Swedish Language. University of Gothenburg.ORCID iD: 0000-0002-6252-6126
2018 (Swedish)In: Kritiska text- och diskursstudier / [ed] Daniel Wojahn, Charlotta Seiler Brylla, Gustav Westberg, Huddinge: Södertörns högskola, 2018, p. 179-199Chapter in book (Refereed)
Abstract [en]

This article presents a critical study of advertisements mainly from banks in Swedish daily newspapers over a period from 1870 to the 1970s. The advertisements aim for the general public and promote savings and loans services and products. The questions of the study include what is pro- moted to whom and how in the advertisements? Also, how is individual money management framed and presented over time in these marketing texts? Besides a presentation of the main results from the study, its critical aim is continuously discussed from three different perspectives of analysis: the textual, practice-oriented and institutional levels. The analysis shows a development from non-addressing of an advertisement reader in the period from 1870 to the 1920s to direct addressing of the reader and also increased mentioning of specific reader groups in the later 20th century period. The advertisements also show a change from simply stating the banks' services and products to actively arguing and invoking direct strategies of persuasion by the use of both verbal and graphic text elements. The critical discussion of the article states the relevance of focusing on the intermingled relations between the textual, practice-oriented and institutional levels in order to relate the results to the socio-economic contexts of the advertisements in their time periods.

Place, publisher, year, edition, pages
Huddinge: Södertörns högskola, 2018. p. 179-199
Series
Text- och samtalsstudier från Södertörns högskola ; 6
Keyword [sv]
bankreklam, annonser, dagstidningar, kritisk diskursanalys, textanalys
National Category
Languages and Literature
Research subject
Humanities, Swedish
Identifiers
URN: urn:nbn:se:lnu:diva-72066ISBN: 978-91-88663-34-4 (print)OAI: oai:DiVA.org:lnu-72066DiVA, id: diva2:1194449
Available from: 2018-04-03 Created: 2018-04-03 Last updated: 2018-05-21Bibliographically approved

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Ohlsson, Claes

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf