Case study: The use of strategic communication tools throughout the Blue Lagoon website and the customer perception of them.
Author
Mazurova, Olga
Term
4. term
Education
Publication year
2016
Pages
61
Abstract
Denne afhandling undersøger, hvordan Blue Lagoons officielle hjemmeside kommunikerer idéen om wellness, og hvordan forbrugere forstår disse budskaber. Den fokuserer på de strategiske kommunikationsvalg og -værktøjer på siden—såsom billeder, sprog, design og andre visuelle og tekstuelle markører (tegn)—der bruges til at skabe mening. Teoretiske begreber præsenteret i afhandlingen anvendes som analytiske redskaber til at undersøge websitets indhold og fortolke, hvordan mening konstrueres. Analysen beskriver, hvordan wellness fremstilles på tværs af siden, og overvejer, hvordan forbrugerne opfatter og forstår disse fremstillinger. Samlet belyser afhandlingen forholdet mellem websitets tilsigtede budskab og forbrugernes fortolkninger.
This thesis explores how the official Blue Lagoon website communicates the idea of wellness and how consumers understand these messages. It focuses on the strategic communication choices and tools used on the site—such as images, language, design, and other visual and textual cues (signs)—to convey meaning. Theoretical concepts presented in the thesis are used as analytical tools to examine the website’s content and interpret how meaning is constructed. The analysis describes how wellness is portrayed across the site and considers how consumers perceive and make sense of these portrayals. Overall, the thesis clarifies the relationship between the website’s intended message and consumers’ interpretations.
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