En grön gråzon – En visuell analys av hur mejeriföretaget Arla kommunicerar miljöåtaganden genom sin förpackningsdesign

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En grön gråzon – En visuell analys av hur mejeriföretaget Arla kommunicerar miljöåtaganden genom sin förpackningsdesign

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Publication Bachelor thesis
Title En grön gråzon – En visuell analys av hur mejeriföretaget Arla kommunicerar miljöåtaganden genom sin förpackningsdesign
Author Svärdhagen, Alice
Date 2020
English abstract
The increase in consumers interest in sustainable food have contributed to the higher competition among companies who provide animalistic goods, such as milk. With the increasing number of packaging designs and alternative sustainable foods, the design of packaging has become an important way for companies to communicate their commitment to sustainability and convince consumers to buy their product. To add to the knowledge of how packaging design is used to communicate a company’s stance of social issues, this study uses Arla’s milk package and advertisement from their campaign "netto noll klimatavtryck" as material in a semiotic and discourse analysis. The analysis indicates that Arla glorifies the milk and its natural origin by using attributes and visual signs on the package which enhances this. By utilizing the lack of existing rules regarding marketing a product based on its environmental impact, and thereby dislocate the climate effect milk has, Arla is taking a risk of possibly getting accusations and hints of greenwashing.
Publisher Malmö universitet/Kultur och samhälle
Language swe (iso)
Subject Arla
netto
noll
klimatavtryck
miljö
mjölk
Handle http://hdl.handle.net/2043/32648 Permalink to this page
Link to publication in DiVA Find this research publication in DiVA.
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