Systembolagets kampanjfilmer : En kvalitativ semiotisk ananlys av Systembolagets kampanjfilmer

In this study the design of the Systembolaget's campaign films is examined. The study carries out a semiotic analysis based on three semiotics researchers; Saussure, Pierce and Barthes. Swedish society is characterized by a broad alcohol culture, which has meant that Sweden has in the past established Systembolaget. While societies in, for example, the United States are characterized by commercialism and liberalism. By analyzing the campaign films with the tools from the theories, the study will search for the campaign films' characters, messages and how these correspond to Systembolaget's mission and vision. The study concludes that several of the messages appear in Systembolaget's mission and vision