Boring but good.A qualitative content analysis of Swedes’ opinions of the retail alcohol on monopoly Systembolaget and a multimodal semiotic analysis of the campaign Experten.
This study delves into Systembolaget's advertising campaign "Experten" to investigate its influence on public perception and cultural identity. Launched in 2015, the campaign successfully bolstered trust in Systembolaget by 14 percentage points. Employing qualitative content analysis and multimodal semiotic analysis, this thesis explores expert and public opinions of the adverts, aim