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.
|Journal||Advances in Consumer Research|
|Publication status||Published - 1999|