"Det blir mackor med O’boy och O’boy. Och flingor med O’boy". Förpackning och varumärke som representation av det vardagliga livet och konsumtionen som frigörelse

  • Martin Hellström
DOI: https://doi.org/10.14811/clr.v34i1.31
Keywords: Pija Lindenbaum, Gunilla Bergström, packaging, consumption, Swedish children’s literature

Abstract

Packaging and trademarks as representation of everyday life and consumption as liberation. This text shows how the packages in Pija Lindenbaum When Owen's mom breathed fire (2005) represent the everyday life and the reality in contrast to his mother who turned into a dragon. The text also shows how consumption can represent liberation and personal growth in a few Swedish picture books of recent years. It also covers how a rejection of the commercial children's literature can effect our view of the packaging of children's book illustrations. Examples from Gunilla Bergström's books about Alfie Atkins shows how the anonymous and non-recognizable packaging can be perceived.

Keywords: Pija Lindenbaum, Gunilla Bergström, packaging, consumption, Swedish children’s literature

Published
2012-05-15
How to Cite
Hellström, M. (2012). "Det blir mackor med O’boy och O’boy. Och flingor med O’boy". Förpackning och varumärke som representation av det vardagliga livet och konsumtionen som frigörelse. Barnboken, 34(1). https://doi.org/10.14811/clr.v34i1.31
Issue
Volume 34, no 1 (2011)
Section
Køn, familie konsumption

Authors contributing to Barnboken: Journal of Children's Literature Research agree to publish their articles under the Creative Commons CC BY 4.0 License, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit and that in the event of reuse or distribution, the terms of this license are made clear.

Authors retain copyright of their work, with first publication rights granted to the Swedish Institute for Children's Books.