This paper concerns the production of a beer-commercial directed at women. It examines how the filmic and imagerethorical tools for persuasion included in the commercial is affecting the viewer and if these tools have been perceived as intended. It seeks to give a description of the reflections behind the construction of the commercial, focusing especially on implicit arguments and strategies of approach. It furthermore investigates how the different genders have reacted to the commercial, in order to clarify the differences between them, and find out if the intention to direct the commercial at women has been successful. In the end, it presents a discussion of the ethical problems that dissemination in the commercial industry contains, including a discussion of how to use commercials seen from the point of view of the philosophical theories deontology and utilitarianism.
|Uddannelser||Basis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||28 maj 2014|