2016

"MORE THAN MARKETING. COMMUNICATING THE SWEDISH WAY" 

Advertising aims to influence people or, as the legendary art director George Lois bluntly put it: ‘Effective advertising is like poison gas’. The phenomenon is hardly created in a vacuum. Beyond its commercial aspects, advertising is a meaningful product of its own time and it reflects the mainstream of established viewpoints and conventions. From this perspective Kristoffersson present More than marketing. Communicating the Swedish Way with an emphasis on social issues: How are notions about gender equality, sexuality and social responsibility reflected in advertising?