A synopsis of weeks 1-5, post 3

I wanted to take some time to reflect on what I have already seen and begin to group it together into common themes. I have refreshed myself with my past 5 weeks of posting and reflecting, and I have seen a few patterns. They can be divided into these areas:

1. Politically, the advertisements are bold and clearly state the wants of the party. However, although they are bold they are more focused on care and nurture than they are focused on material items, especially considering money. Compared to American advertisements, money is talked about less, and instead lifestyles and improvements are mentioned. Although the ads focus on jobs, taxes, and such structural categories, a serious stress was put on the importance of social life, quality, and lifestyle. A different strategy has been implemented and with the few political advertisements I gathered, I can spend a section of the final paper talking about the cultural differences and focuses of political advertisement in Sweden vs. America.


2. A number of the advertisements speak or suggest about improvements that should be made within society. This is similar to American advertising and with all advertising in general because marketing is essentially about convincing people to make changes, therefore make purchases. Sweden has less of a forceful manner in suggesting changes through advertising by implementing suggestions through events such as Kultur Natten, and a suggested change in fuel emissions before the purchase of cars are made.

3. Finally, I think most of the advertisements that I have observed and reflected on are confirming the lifestyle of Sweden. In many instances, the packaging of the food or the way the product is talked about shows how people are using it, and suggests that it should continue to be used this way. Outside the realm of physical products, self-presentation, foreign involvement, and even overconsumption have been addressed through the advertisements that I have seen. Through themed areas in grocery stores, ecofriendly Saab ads, and fashion jeans, ideas are sold about staying a closed country, continuing to help the environment, and even presenting oneself with class and simplicity to others.