The purpose of this project is to examine the campaign Øhhkonomi from Danske Bank. The project is based on examining which assumptions the campaign, and further actions surrounding the campaign, expresses about the audience. The campaign audience is specifically 18-27 years old and addresses problems regarding their personal finance skills and understanding thereof. Starting from a communication point of view, the project examines the campaign and the sender in itself. The purpose hereof is to study how Danske Bank’s understanding of the audience is expressed in the campaign. The study is based upon group interviews as a qualitative methodological approach, where the participants were introduced to the campaign and asked to discuss their understanding of the campaign. The empirical material make the base of the analysis, which includes Stuart Hall’s encoding theory in regard to study how the campaign reflects a certain understanding of the audience. Furthermore, Brenda Dervin’s Sense-Making approach is used in order to study the way in which the sender construct a certain understanding of the audiences ways to create meaning. With Hall’s theory on decoding and Kim Schrøder’s reception analytical approach, the project intends to study how the audience understand the campaign and their reception of the campaign. Furthermore the purpose thereof is to study if there is a consistency between the senders understanding of the audience and the audience understanding of themselves. The Sense-Making approach makes for a continuous understanding when analyzing how the audience construct meaning of the campaign.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|