Reklamiska : Guldäggsannonser 1975–2007

This study of Swedish advertising, and the language in its advertisements in particular, has two main purposes. One is to investigate the language and structure of ads, and seek to explain why ads have these exist. A second purpose is to investigate the continuity and change in the language and structure of ads. An ad consists of a number of elements. The main verbal element is called copy. The term headline is used for the main headline of an ad. Ads almost invariably also have a logotype, and more often than not a slogan placed near this logotype. This slogan is here called a payoff. The term used in this study for something final, e. g., a whole ad, is utterance, a Bakhtinian term. Starting with 1975 and ending with 2007, the material holds considerable variation. Swedish ads from the late 70´s and early 80´s display both long copy and documentary photography. Proportions between ad elements change during the investigated period of time. Accepting the presupposition that ads have the purpose of persuading their readers, it´s likely that most or possibly all of their features are meant to play a part in that persuasion. This will include the ways in which ads speak to their readers. Part of the investigation deals with this by looking at how pronouns, questions, and urges are used. Also, humour is an internalized part of contemporary advertising. This was established before 1975 and is a common feature of the Golden Egg Awards ads. Discourses meet in ads, in order to make ads more trustworthy. This explains borrowing from discourses like science and journalism. There is one further main reason for ads to use traits from other discourses: intimacy. Private life has had more impact on advertising and advertising language than any other discourse