I would normally not document a simple product advertisement as an example for a cultural study, but there are some elements of this ad that stick out if one takes a minute to look longer than a simple glance. The elements that make this ad speak specifically to Swedes are the cinnamon rolls, the coffee, and of course, the gorgeous model with a great appearance. By using cinnamon rolls and coffee in this ad, the company speaks directly to Swedes rather than taking an American ad and just translating the words to the Swedish language. If the advertisement had a piece of chocolate cake, it would not work or speak to as many people as I believe it is doing now. I think the main point that this advertisement conveys is something I have noticed as a big difference in Sweden from America- good self presentation. Self presentation is highly regarded in this country, and it is expected that one should maintain their looks and dress well in public. As an American student here, I often felt underdressed when wearing what I normally wear to class at my home university- a sweatshirt and running shoes. The model in the ad has a similar look to American models, yet speaks to the middle class here rather than the 'fashion conscious' it would at home. The model displays the need for this everyday product to enhance one's self presentation and be acceptable to other people. Seeing less advertising than usual for brands that make everyday food products shows that in Sweden, the game is different with advertising. The Extra ad proves that creativity is key in reaching the Swedish consumers, and by putting distinctly important Swedish values into an ad, it becomes 'Swedish'.
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