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

Research output: Contribution to journal › Journal article › Research › 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.

Original language	English
Journal	Advances in Consumer Research
Volume	26
Pages (from-to)	678-683
ISSN	0098-9258
Publication status	Published - 1999

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title = "The Mote in Thy Brother's Eye: Swedes in Danish ads",

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.",

author = "Gertsen, {Martine Cardel} and Charlotte Werther",

year = "1999",

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journal = "Advances in Consumer Research",

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TY - JOUR

T1 - The Mote in Thy Brother's Eye

T2 - Swedes in Danish ads

AU - Gertsen, Martine Cardel

AU - Werther, Charlotte

PY - 1999

Y1 - 1999

N2 - 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.

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 -