riktad

Riktad is a Swedish adjective meaning directed toward, aimed at, or targeted. It is used to describe something that has been pointed toward a particular audience, purpose, or direction. The term is common in contexts such as advertising, policy, and communication, where it denotes a specific focus or target.

Etymology and grammar: Riktad forms from the verb rikta, meaning to direct or to aim. The adjective is built with the usual Swedish suffix for participles, and it functions attributively or predicatively. Like other adjectives, riktad inflects according to gender, number, and definiteness of the noun it modifies, and it is commonly found before nouns as in riktad reklam or en riktad insats. In phrases indicating the target, it is often combined with mot, as in kampanjen riktad mot ungdomar (the campaign aimed at young people).

Usage examples: Common collocations include riktad reklam (targeted advertising), riktad marknadsföring (targeted marketing), and en riktad åtgärd (a targeted measure). The construction kampanjen är riktad mot ... explicitly signals the intended audience or objective.

See also: rikta (to direct/aim), riktning (direction), targeted advertising (a broader concept in marketing and policy). Riktad is a standard, neutral descriptor in modern Swedish, broadly understood across media, business, and government contexts.