This paper will submerge into the composition of the Danish television-advertisement campaign “Der er så meget kvinder ikke forstår” from the Danish betting company Danske Spil, in order to identify key characteristics for this type of TV-advertisements. In the recent years a new type of entertaining advertisements have emerged and we will discuss how humor has changed the view on advertisements from being annoying disturbances during movie breaks to becoming entertaining short films that you look forward to and enjoy watching. The analysis will be structured according to Joshua Meyrowitz’s distinguishing between different media paradigms. The three different media paradigms will focus on the grammatical attributes, the different cognitive understandings of the content and finally the environment surrounding the media. Together with humor theory, this will represent the papers analysis of three TV-commercials by Danske Spil. Based on the analysis the paper will discuss how the gender-based humor raises the question on gender debate and how this type of humor applies in the Danish culture. The paper will reflect on how well the campaign is representing Danske Spil. Ultimately, the future of these sorts of hybrid TV-advertisements will be discussed.
|Uddannelser||Dansk, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||26 maj 2016|
- Danske Spil