Du kommer väl ihåg hur det var att gå i skolan : En visuell retorikanalys av fem av Friends antimobbningsfilmer

• Main Authors: Orre, Christoffer, Bhasin, Radhika
• Format: Others
• Language: Swedish
• Published: Örebro universitet, Humanistiska institutionen 2007
• Subjects: Rhetoric; visual rhetoric; advertising; TV-commercials; stereotypes; bullying; bullying in school; dramaturgy; Media and communication studies; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-1508

Title: ”Du kommer väl ihåg hur det var att gå i skolan?” – En visuell retorikanalys av fem av Friends antimobbningsfilmer Number of pages: 75 Authors: Radhika Bhasin and Christoffer Orre Tutor: Marinette Fogde and Gudrun Weiner Course: Communication, Advanced Course Period: Spring 2007 University: Division of Media and Communication, Department of Humanistic Science, Örebro University Purpose/Aim: The purpose with this essay is to examine in what ways the Swedish organisation Friends advertising films against bullying rhetorically and visual rhetorically intend to convince their audience of their message. Material/Method: We have been studying five of Friends advertising films against bullying. The five films were chosen because they all originated from the same campaign against bullying amongst schoolchildren. The methods used were partly rhetoric analysis and partly visual rhetoric analysis. Main results: The conclusion we can draw from this study is that Friends anti-bullying films uses several rhetoric methods, both classic and visual, to convince their audience. Occurrence of pathos (emotions) arguments as convincing method was most commonly used, followed by ethos (sender trust) and only a few logos (fact) arguments. These arguments combined with a strong evidentia and style figures such as metaphors and metonyms concluded in the assume that the films at least fulfilled their purpose to inform the audience about the anti-bullying message in an appealing way. However if the films resulted in any behaviouristic changes we can not say.