Texts and pictures in car advertisements have been interpreted in ways that anthropologists use for the interpretation of myths. Myths in this context are narratives that explain and defend cultural values, norms, representations, etc. The ideal pictures of the Swedish 'good life' presented in the advertisments have been compared to the central values in Swedish culture as described by ethnologists and other researchers. The aim of this report is to present an interpretation of how symbolic meanings of the automobile are represented in Swedish newspaper advertisements.


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    Title :

    Svenskarna och Deras Bilar. Bilen en Kulturell Vaerdetransport: Om Svenskheten i Bilreklamen (Swedes and Their Cars. The Private Car: A Vehicle for Cultural Values)


    Contributors:
    O. Hagman (author)

    Publication date :

    1994


    Size :

    61 pages



    Type of media :

    Report


    Type of material :

    No indication


    Language :

    English




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