Conference article

Svenska barnmatsförpackningar som informations- och reklambärare

Anders Björkvall

Download article

Published in: Svenskans beskrivning 24. Förhandlingar vid Tjugofjärde sammankomsten för svenskans beskrivning

Linköping Electronic Conference Proceedings 6:2, p. 17-31

Show more +

Published: 2001-01-25


ISSN: 1650-3686 (print), 1650-3740 (online)


The article reviews an analysis of the textual construction of Swedish baby food labels for infant formula; gruel and baby porridge. The analysis was performed as part of an EU-project called "Design and accessibility of baby food labelling from the consumer’s point of view" in which; in addition to Sweden; four other European countries participated.

Swedish and European labelling legislation forms the foundation for the analysis. Certain information; such as a list of ingredients and preparation instructions; is obligatory on the labels; while other information is prohibited. Examples of prohibited information include pictures or text; which may idealise the use of the product; on infant formula labels.

The methodological approach in the article is partly discourse analytical; because the labels are related to a number of contexts; and partly semiotic; because of the multimodal character of the labels.

It is revealed that there are differences concerning the choice of words and pictures on the labels in the three different product categories. The Swedish gruel and porridge labels tend; with a few exceptions; to be more sales oriented than the infant formula labels; including; for example; a more frequent use of emotive and evaluative words; and a larger number of pictures of smiling parents and babies.


No keywords available


Björkvall; Anders; 2000: Svensk barnmatsmärkning. En diskursanalytisk studie av märkningens design och tillgänglighet. TeFa nr 35; Institutionen för nordiska språk. Stockholms universitet.

Cook; Guy; 1992: The discourse of advertising. Routledge; London & New York.

Frandsen; Finn; Johansen; Winni & Ellerup Nielsen; Anne; 1997: International markedskommunikation i en postmoderne verden. Systime; Århus.

Graddol; David; 1996: The semiotic construction of a wine label. I: Goodman; Sharon & Graddol; David (red.): Redesigning English. New texts; new identities. Routledge; London & New York. S. 73-81.

Kress; Gunther & van Leeuwen; Theo; 1996: Reading images. The grammar of visual design.

Routledge; London & New YorkLeech; Geoffrey N.; 1966: English in advertising. A linguistic study of advertising in Great Britain. Longmans; London.

Mautner; Gerlinde; 1994: How packages communicate: Linguistic and semiotic aspects of packaging discourse. I: Bungarten; T. (red.): Unternehmenskommunikation. Linguistische Analysen und Beschreibungen. Attikon-Verlag; Tostedt. S. 61-83.

Myers; Greg; 1994: Words in ads. Edward Arnold; London; Melbourne & Auckland.

Nyyssönen; Heikki m.fl.; 2000: Design and accessibility of baby-food labelling from the consumer’s point of view. Study of the labels of infant formulae and cereals in Belgium; Finland; United Kingdom; Spain and Sweden. Engelska institutionen; Uleåborgs universitet: opublicerad.

Citations in Crossref