How to analyze identification in storytelling?
A discussion on the second persona in storytelling from a Burkean perspective
Author
Summary, in English
This thesis examines the use of storytelling in advertising from a rhetorical perspective. Specifically, stories told in IKEA’s recent advertising campaign Där livet händer (Where life happens) will be analyzed. The purpose is to propose a way in which to analyze identification in storytelling. Departing from a Burkean perspective, building on Black’s concept of the second persona and Burke’s dramatism, this thesis puts forth the argument that IKEA successfully tells stories about an implied audience – “the Swede” – to which an actual audience – Swedish consumers – can rhetorically identify. Through close textual analysis of IKEA’s storytelling, this thesis concludes that the use of rhetorical devices – specifically metonymies understood as idiomatic tokens orientated toward a Swedish Weltanschauung – may have a successful rhetorical effect upon Swedish consumers by process of identification.
Department/s
- Rhetoric
- Master's Programme: Language and Linguistics
Publishing year
2022
Language
English
Full text
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Document type
Student publication for Master's degree (two years)
Topic
- Languages and Literatures
Keywords
- audience
- dramatism
- Där livet händer
- identification
- IKEA
- metaphor
- metonymy
- persona
- persuasion
- rhetoric
- storytelling
- Weltanschauung
Supervisor
- Anders Sigrell (Prof.)