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More than cheap: En fallstudie i hur kärnvärden förmedlas genom Tele2:s karaktär Frank
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
More than cheap : A case study about how core values are mediated through Tele2’s spokes-character Frank (English)
Abstract [en]

How does a company differentiate itself from the competition? One way is to use fictional characters as spokespersons. This thesis focuses more precisely on the mediation of Tele2’s core values through a spokes-character named Frank. The purpose of this thesis was to look into Frank’s use in Tele2’s TV-commercials as a way of communicating and strengthen the company’s brand identity.

Our chosen method was a case-study with a rhetoric analysis of the TV-commercials. The questions we strived to answer were; what messages can we find in the TV-commercials and how is Frank used in the mediation of those messages? What attributes can we find in the spokes-character Frank and how do they reflect Tele2’s core values?

The conclusion we reached was that Frank mediates all of Tele2’s values, but not all of them are found in every commercial. Depending on the message, Frank shows different characteristics. There is also a story to be found in the commercials. Frank is developing through time along with Tele2, and is used to communicate changes in the company and in the brand identity. He is both the messenger and the message.

Place, publisher, year, edition, pages
2012. , 49 p.
Keyword [en]
Tele2, spokes-characters, core values, TV-commercials, brand identity, storytelling, positioning
Keyword [sv]
Tele2, talespersoner, kärnvärden, tv-reklam, varumärkesidentitet, storytelling, positionering
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-20165OAI: oai:DiVA.org:lnu-20165DiVA: diva2:535195
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-20 Created: 2012-06-19 Last updated: 2012-06-20Bibliographically approved

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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