Abstract

A common genre of corporate promotional materials in Finland is a video that introduces a company to various audiences, including customers, shareholders, and visitors to the company's offices. The video uses visuals, sounds, and text to establish the company's identity and credibility as well as informing the audience about company products. The video appeals to deep‐seated cultural values to promote its message. This study applied theories of both advertising and semiotics to analyze the first minute of a video produced for a Finnish company that manufactures log buildings and wraps its image around a concept of leisure.