Bilarna räddar världen : En kvalitativ studie om hur miljöfrågan framhävs i svensk bilreklam

Sammanfattning

Environmental issues are a hot topic in political debates and residents are becoming more and more aware of them, forcing car manufacturers to follow a strategy based on these principles. Our goal with the study is to analyze four different car manufacturers' commercials to find out how they create their commercials to succeed in selling and make a product that is stressful for climate emissions appear harmless. The method used for this empirical study is a qualitative content analysis based on four different commercials. The manufacturers are Volvo, Volkswagen, Kia and Toyota, which are the most common car brands in Sweden when the study is executed. The result we ended up with is that the car manufacturers embrace the environmental issue so much that their films consist as much of nature as their car. It can't be missed that they are no longer promoting a fossil fuel future. There are many elements of nature in different ways and we could see that they want to present an image of being environmentally conscious and they want to show that their identity is progressive and modern to attract consumers to keep buying their cars.