Livsstilar kommer och går, men valen består…

ABSTRACT Title: “Lifestyles come and go but your choices remain…” (“Livsstilar kommer och går, men valen består...”) Number of Pages: 42 (45 including enclosures) Author: Jenny Rydqvist Tutor: Göran Svensson Course: Media- and Communication Studies C Period: Autumn term 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: The aim of this essay is to make a study of how young adults between 19-25 years are influenced by commercials. Key Questions: How are students in Uppsala influenced by commercials? Do the commercials influence the consumptionbehaviour? Do the commercials influence the lifestyle? Do the influences of the commercial construct the individual lifestyle? In which extent is it social related? Material/Method: Together with literature studies, a qualitative method has been used with 5 interviews with young adults in the age of 19-25 in Uppsala. I have compared these five interviews with earlier results and research. Main Results: I have found out that these young adults don’t want to admit being influenced by commercials even if they know they are. These young adults have also formed consumptionbehaviour after the commercials, which they show in for example their way of shopping and their way of acting afterwards. The lifestyle is social related, but today we have a lot more choices to make. Today we tend to choose different then before, often because of the knowledge we got. Keywords: Lifestyle, influence, commercials, advertising, identities, choice, social related, Giddens, Paterson, Bjurströ