Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2016. / In the South African advertising industry, blame is often cast on the designer for a failed
campaign. However, human interactions are multi-faceted and deserve further exploration,
particularly if the designer is expected to be socially responsible. If this is the case, one has
to consider society as a whole if potentially life-saving or socially transformative advertising
campaigns are going to be impactful. This study focuses on a specific public awareness
campaign related to HIV/Aids education, the loveLife campaign, and how its billboards were
interpreted. This study employs a qualitative research design and semiotic analysis with
student participants from schools in Cape Town, South Africa, to investigate how the target
audience understands and interprets campaign billboards.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cput/oai:localhost:20.500.11838/2446 |
| Date | January 2016 |
| Creators | Debarry, Olivia Samantha |
| Contributors | van Zyl, Izak |
| Publisher | Cape Peninsula University of Technology |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | http://creativecommons.org/licenses/by-nc-sa/3.0/za/ |
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