Att låta samvetet ta semester : En semiotisk innehållsanalys av resereklam

Sammanfattning

What this study aimed to find out was mainly which contemporary myths and values areembodied in commercials where travel companies are the sender. We also intended toinvestigate how trips abroad are portrayed in these commercials. To answer ourresearch questions, we performed a semiotic analysis of a total of six commercials fromthree of the largest travel companies in the Swedish market, Apollo, TUI and Ving,which were published in 2019. Using the semiotic analysis utilized together withBarthes theory about myths we found that there were several different myths among thecommercials, the most obvious myths were the ones that we chose to call the myth ofescapism, the playground myth, the myth of the gilded existence and the myth of thetourist colony. We also found that all of the analyzed travel companies avoid includingthe actual air travel in the commercials. The most important result of our research is thatwe have highlighted how myths are used to build a narrative for the recipient, which inturn leads to him being encouraged to act in a way that deviates from the person's usualpatterns.