Matas' 'Skønnere Sammen' kampagne: analyse af skønhedsidealer

STUDIERETNINGSPROJEKT

Sarah

Det Blå Gymnasium

HHX – 3gD18

D.20.12.2018

Vejledere

Dansk: Afsætning:

Abstract

This paper examines the drugstore company Matas and specifically their campaign called ‘Skønnere Sammen’. The paper shortly presents the company Matas, including the campaign ‘Skønnere Sammen’. Furthermore, the paper includes a presentation of the modern beauty ideal, which is compared to the previously mentioned campaign. The paper then focuses on the copy “Matas Reklame 2018”, where the main focus is on rhetorical devices, beauty ideals and target group. Moreover, the paper includes a discussion with a starting point in the analysis where it is discussed whether or not the campaign ‘Skønnere Sammen’ can change the image of Matas and the outlook on beauty. The paper also assesses the impact on the target group. To sum up it is argued that Matas has created a different campaign as a part of their new growth strategy towards 2023, which has changed their image from being a conservative company to being a company, which evolves with the times and actively takes part in the society debate. In conclusion, the positive effect of their campaign is thanks to their use of opinion leader Hella Joof and other famous personalities, which creates trust. However, Matas cannot change the outlook on beauty alone, but their campaign takes part in giving the modern beauty ideal a push in the right direction.