The Mote in Thy Brother's Eye: Swedes in Danish ads

Martine Cardel Gertsen; Charlotte Werther

The Mote in Thy Brother's Eye: Swedes in Danish ads

Martine Cardel Gertsen, Charlotte Werther

Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review

Abstract

Our paper examines selected film ads, all drawing explicitly on widespread Danish stereotypical notions of the neighbouring Swedes. We see the ads as fragments of contemporary Danish discourse on Swedish culture and national identity. We analyse the themes touched upon in this discourse and the pre-understandings behind them. In addition, we report the results from a number of focus group interviews with both Danes and Swedes. They were carried out in order to see how the spots are interpreted and received, and to get further impressions of discourse on Swedes and Danes at an everyday level.

Originalsprog	Engelsk
Tidsskrift	Advances in Consumer Research
Vol/bind	26
Sider (fra-til)	678-683
ISSN	0098-9258
Status	Udgivet - 1999

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Citationsformater

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abstract = "Our paper examines selected film ads, all drawing explicitly on widespread Danish stereotypical notions of the neighbouring Swedes. We see the ads as fragments of contemporary Danish discourse on Swedish culture and national identity. We analyse the themes touched upon in this discourse and the pre-understandings behind them. In addition, we report the results from a number of focus group interviews with both Danes and Swedes. They were carried out in order to see how the spots are interpreted and received, and to get further impressions of discourse on Swedes and Danes at an everyday level.",

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AB - Our paper examines selected film ads, all drawing explicitly on widespread Danish stereotypical notions of the neighbouring Swedes. We see the ads as fragments of contemporary Danish discourse on Swedish culture and national identity. We analyse the themes touched upon in this discourse and the pre-understandings behind them. In addition, we report the results from a number of focus group interviews with both Danes and Swedes. They were carried out in order to see how the spots are interpreted and received, and to get further impressions of discourse on Swedes and Danes at an everyday level.

M3 - Journal article

SN - 0098-9258

VL - 26

SP - 678

EP - 683

JO - Advances in Consumer Research

JF - Advances in Consumer Research

ER -