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        <r:String xml:lang="sv">Reklam och samhällsförändring 1950-1975</r:String>
        <r:String xml:lang="en">Advertising and changes in society 1950-1975</r:String>
      </r:Title>
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          <r:URN>urn:ddi:se.researchdata:snd0090-1.Individual-0:2.0</r:URN>
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          <r:String xml:lang="sv">Stockholms universitet</r:String>
          <r:String xml:lang="en">Stockholm University</r:String>
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      <r:Publisher>
        <r:PublisherName>
          <r:String xml:lang="sv">Stockholms universitet</r:String>
          <r:String xml:lang="en">Stockholm University</r:String>
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      <r:PublicationDate>
        <r:SimpleDate>1982-01-01</r:SimpleDate>
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      <r:Content xml:lang="sv">Undersökningen ingår som ett delprojekt inom det tvärvetenskapliga forskningsprogrammet 'Kulturindikatorer: Svensk symbolmiljö 1945-1975'. Innehållsanalysen innefattar tre uppsättningar av variabler, en gäller annonsernas framställning av personer (kön, ålder, sysselsättningar, relationer osv.), den andra handlar om de miljöer som förekommer i annonserna, och den tredje behandlar de påståenden som görs i annonserna om varans egenskaper och de retoriska medel som används för att påverka till köp av varan.
Undersökningsvariablerna hänför sig i några enstaka fall till antingen texten eller bilderna, men i princip är det annonsen i dess helhet, dvs text och bild sammantagna, som utgör analysenheten. Alla variabler är konstruerade som dikotoma kategoriseringar, vilka uttrycker huruvida en viss innehållsegenskap förekommer i annonsen eller ej. Inga graderingar av förekomst görs.</r:Content>
      <r:Content xml:lang="en">This study is part of a research program about cultural indicators in Sweden, 'Kulturindikatorer: Svensk symbolmiljö 1945-1975'. Primarily the study is about the imagination of advertisements, but the study also deals with the interplay between the content of the advertisement and other parts of the world of ideas in society, and between the content of advertisement and the material development. The content analyse is divided into three parts; the description of people in advertisements (sex, age, occupation, relations, etc.); environments occurring in the advertisements; statements about the product, and rhetoric used to influence buying the product.</r:Content>
    </r:Abstract>
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      <r:TopicalCoverage>
        <r:URN>urn:ddi:se.researchdata:snd0090-1.TopicalCoverage:2.0</r:URN>
        <r:Subject xml:lang="en" controlledVocabularyID="MediaCommunicationAndLanguage.PublicRelations" controlledVocabularyName="CESSDA Topic Classification">Public relations</r:Subject>
        <r:Subject xml:lang="sv" controlledVocabularyID="MediaCommunicationAndLanguage.PublicRelations" controlledVocabularyName="CESSDA Topic Classification">Public relations</r:Subject>
        <r:Subject xml:lang="en" controlledVocabularyID="SocialStratificationAndGroupings.GenderAndGenderRoles" controlledVocabularyName="CESSDA Topic Classification">Gender and gender roles</r:Subject>
        <r:Subject xml:lang="sv" controlledVocabularyID="SocialStratificationAndGroupings.GenderAndGenderRoles" controlledVocabularyName="CESSDA Topic Classification">Kön och könsroller</r:Subject>
        <r:Subject xml:lang="en" controlledVocabularyID="5" controlledVocabularyName="Standard för svensk indelning av forskningsämnen 2025">Social Sciences</r:Subject>
        <r:Subject xml:lang="sv" controlledVocabularyID="5" controlledVocabularyName="Standard för svensk indelning av forskningsämnen 2025">Samhällsvetenskap</r:Subject>
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          <r:StartDate>1950-01-01</r:StartDate>
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