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The interpretation of visual cues on billboards in urban and periurban areas : a semiotic analysis

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.

Identiferoai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cput/oai:localhost:20.500.11838/2446
Date January 2016
CreatorsDebarry, Olivia Samantha
Contributorsvan Zyl, Izak
PublisherCape Peninsula University of Technology
Source SetsSouth African National ETD Portal
LanguageEnglish
Detected LanguageEnglish
TypeThesis
Rightshttp://creativecommons.org/licenses/by-nc-sa/3.0/za/

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