week 7, post 3, Stockholm littering ad

The biggest difference that I saw right away between Stockholm and my nearest home city, Chicago, was the cleanliness. Because of the cleanliness, with both clean streets and clean air, it is also quieter- which made for an overall impression that the city was modest, yet rich and advanced. Stockholm has no distinct way to tell the city from simply its outline such as other cities like Paris or New York. The ideas in the advertisement being stressed to the community of Stockholm (not to tourists, for being in the native language), can go all the way back to the Stockholm Exhibition of 1930 and the idea of the 'folkhem'. By stressing that the community must 'stay clean', an system is suggested about order, lack of decoration, straight lines (the ad can even be seen as a way of saying "clean up these lines"), and modernity. By using green transportation methods, frequent street sweeping, and refraining from building a dominating building, Stockholm upholds the ideals of being a fair, providing, comfortable home for its community. The design use that is utilized here is very interesting and very reminiscent of simple design used to advertise the Stockholm Exhibition. We see very nationalistic colors, a simple triangular shape that points to a message below, and lines that follow. The design to me is very intentional and very well thought out. This ad will be very important to use for my final thesis of modern Swedish advertising because it relates all the way back to the fundamentals of the welfare state model.