Kaubanduskeskuste representatsioon trükireklaamis ja ekspertintervjuudes



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The goal of this BA thesis ‘Representation of Shopping Centers Through Expert Interviews and Printed Advertisements’ is to compare constructed self-representations of the shopping centers among and between towns – Tallinn, Tartu and Pärnu. The empirical analysis of the thesis is based on in-depth oral expert interviews (12) with representatives of shopping malls, their ad-agencies and outdoor advertising texts (11). Used research methods are in-depth interview analysis and social semiotics approach companied with critical media discourse analysis. Due to the fact, that present analysis is not companied by the profound comparison with previous advertising texts nor representations of target customers, results the lack of opportunity to present complete picture of the essence of shopping malls. Despite that fact current thesis allows to introduce on the ground of present case analysis of used images of self-represented values. The background of given analysis is competitive situation between shopping centers not so advanced in years while they all try to appear as special, unique, important for their consumers. In other hand, centers can only offer quite similar experience – converged goods, stationary entertainment opportunities, changing program of events. Difference appears in sense of place that should reflect on self-representations of centers. Presented self-representations vary in limitedness of market, profile of target costumer group, conclusions based on competitors’ actions, selected strategy of advertisement and application of shopping practice. Last one echoes most dynamically in communication of Tallinn’ shopping malls. Two most common target group orientations are family shopping centers for all agegroup and fashion centers for women. In general family shopping centers are rich in opportunities and pragmatism, concern about comfort if consumers. Fashion shopping centers are connected with self-indulgence and entertainment, emotionality. Through immaterial messages occur ambitions of centers to form relationship between consumer and ones’ self-image. Behind that intention are economic benefit and reproduction of the operative system. Concentrating on offers of good sense of self through spending leisure time in shopping centers is used to avoid presumption of having financial resources (having money). With the help of advertising as sociocultural communication and marketing means, which are supported by interviews, all shopping centers make an effort to communicate their constructed arguments. Advertising text reflect certain elaborated and well-phrased fragments of constructed self-representations. Pleasant values for consumer are attached to patterns of lifestyle, that reflects on images of values. Here begins competition of images that mists borders between reality and constructed reality. Shopping center, that communicates different values from functionality to spiritual, cannot always assure worthy content to the presented view. One can say that given statement met its substantiation during analysis. In particularly with reference to cases more profound and personal presented values and less connected with consumer topic.


H Social Sciences (General), bakalaureusetööd