Cause and Effect: A Case Study on True Fruits Controversial 2017 Adverts and Consumer Responses

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Cause and Effect: A Case Study on True Fruits Controversial 2017 Adverts and Consumer Responses

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Publication 1-year master student thesis
Title Cause and Effect: A Case Study on True Fruits Controversial 2017 Adverts and Consumer Responses
Author Janulyte, Greta
Date 2020
English abstract
This thesis sets out to design and execute an in-depth study of the True Fruits controversial advertisements by applying Encoding/Decoding as a theoretical model. It aims at examining visual rhetoric and through Critical Discourse Analysis understanding the cause and effect of the controversial True Fruits advertisements in their 2017 campaign. The research attempts to answer the question: ‘What happened on social media after True Fruits published their controversial advertisements in 2017?’. The thesis presents an analysis of True Fruits´ visual rhetoric in #jetztösterreichts campaign advertisements and then reveals consumer responses to it on social media in 2017. Thus, the thesis presents a comprehensive review of the relevant literature leading toward the key themes of German advertisement, controversial advertisement, and the representation of immigration in advertisements. Towards the end, it states the final remarks concluding the entire discussion and reflects upon the attempts that True Fruits made to communicate a political message and how consumers in social media responded to it.
Publisher Malmö universitet/Kultur och samhälle
Language eng (iso)
Subject Critical Discourse Analysis
Controversial Advertisement
Nationalism
Racialization
Social Media
True Fruits
Visual Rhetoric
Handle http://hdl.handle.net/2043/32842 Permalink to this page
Link to publication in DiVA Find this research publication in DiVA.
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