Vitt snus och energidryck : En multimodal kritisk diskursanalys av marknadsföring riktad mot ungdomar

Energy drinks and tobacco-free snuff, also known as white snuff, are products that are largely consumed by young people, leading to different opinions on who the market’s target audience is. This study aims to analyze advertisements for these products to enhance young people’s ability to critically assess marketing messages. The Swedish curriculum highlights the importance of reflecting on health and consumption, which is relevant to students’ lives. By using a multimodal critical discourse analysis of social media marketing, students can develop skills to interpret various text forms. The study poses questions about the visual and linguistic elements of the ads, which product advantages and disadvantages are presented, and the model reader constructed through the marketing. The results show that energy drink- and tobacco-free snuff ads use intense colours and engaging language which creates an energetic and social reality. Both brands analyzed construct an engaging and affirming model reader who connects to the brand's identity without much critical reflection.