Branding Paradigm Shift: The Example of "Eastern European Men School"
Author
Gecys, Mindaugas
Term
4. term
Publication year
2018
Submitted on
2018-05-31
Pages
38
Abstract
I informationsalderen er forbrugere blevet mere bevidste om de greb, som markedsførere bruger for at få produkter til at skille sig ud. Overeksponering for populære brandingparadigmer gør, at mange bliver mindre modtagelige. Derfor søger virksomheder utraditionelle strategier for at differentiere deres brand. Denne afhandling undersøger, hvordan en utraditionel reklame kan ændre et brands identitet, med udgangspunkt i 2013-reklamen “Eastern European Men School” for det litauiske mineralvand “Vytautas”. Metodisk anvendes kritisk diskursanalyse – en tæt analyse af sprog, billeder og kontekst – for at afdække, hvordan reklamen skaber betydning og sociale budskaber. Afhandlingen trækker på Holt (2002) om, hvordan reklamer etablerer skiftende, alternative virkeligheder i deres univers, samt på eksempler på kulturel og historisk markedsføring hos Holt (2004), Kaptan (2010) og Klumbyte (2010). Analysen inddrager sociale fænomener som identitet, stereotyper og “truthiness” (en oplevelse af sandhed, selv uden bevis) for at vurdere reklamens hovedperson og hans udsagn. Desuden afklares nøglebegreber som brand og brandidentitet for at skabe et fælles udgangspunkt mellem forfatter og læser. Reklamen er udvalgt, fordi den, selv om den var målrettet et lokalt publikum, fik stor international opmærksomhed. Resultaterne viser, at den analyserede reklames diskurs får Vytautas’ brandidentitet til delvist at bevæge sig væk fra sine oprindelige rødder. Velkendte greb – produktplacering, humor samt kulturelle og historiske referencer – bruges, men i en mere sardonisk, ironisk tone. Samtidig afviger brandet fra almindelige brandingparadigmer ved at bruge disse greb til indirekte at fremme sikkerhed og social tolerance.
In today’s information age, consumers are increasingly aware of the tactics marketers use to make products stand out. Overexposure to popular branding paradigms has made many people less receptive, prompting companies to seek unconventional ways to differentiate their brands. This thesis examines how an unorthodox advertisement can reshape a brand’s identity, using the 2013 commercial “Eastern European Men School” for the Lithuanian mineral water “Vytautas” as a case study. The method is critical discourse analysis—a close reading of language, visuals, and context—to reveal how the ad constructs meaning and social messages. The study draws on Holt (2002) on how advertisements create shifting, alternate realities within their content, as well as on examples of cultural and historical marketing discussed by Holt (2004), Kaptan (2010), and Klumbyte (2010). The analysis considers social phenomena such as identity, stereotypes, and “truthiness” (a sense that something is true without necessarily having evidence) to assess the ad’s main character and his discourse. It also clarifies key terms like brand and brand identity to establish a shared understanding between author and reader. The commercial was selected because, although intended for a local audience, it attracted significant international attention. Findings indicate that the ad’s discourse partially shifts Vytautas’s brand identity from its original roots. Familiar techniques—product placement, humor, and cultural and historical cues—are still present but used in a more sardonic, ironic manner. At the same time, the brand departs from common branding paradigms by using these techniques to indirectly promote safety and social tolerance.
[This abstract was generated with the help of AI]
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