| Summary: | Title: What are you doing - A study in the Swedish Armed Forces marketing Authors: Johanna Hillforth & Linda Olander Tutor: Josef Pallas Purpose: The purpose of this thesis was to analyze the communicative functions as the Swedish Armed Forces uses in its marketing communications. Method and material: The used method in this study is a qualitative semiotic content analysis, and the material analyzed is five ads from five of their latest advertising campaigns. Main results: The results of the study have shown that the Swedish Armed Forces primarily uses three of the four communicative functions in their communication, by being of informative, expressive and affecting nature.
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