Ironi som reklamestrategi
DOI:
https://doi.org/10.52610/rhs.v10i37.213Abstract
I en kontekst med skeptiske og desinteresserede forbrugere har ironi siden midten af 1990’erne haft en fremtrædende plads i reklamebilledet, sær i tv-mediet. Hvad forstår man egentlig ved dette komplekse begreb, hvilke udtryk finder det i nutidig reklame og hvorfor skulle en annoncør dog rode sig ud i noget så usikkert som ironi? Artiklen vil forsøge at give et svar på disse spørgsmål og fremlægger desuden resultater fra en kortlægning af omfanget af ironi i dansk tv-reklame.
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