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The interpretation of visual cues on billboards in urban and periurban areas : a semiotic analysis
Author(s)
Debarry, Olivia Samantha
Date Issued
2016
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
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.
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.
Additional information
Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2016.
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201100916-Debarry-Olivia-Samantha-Mtech-Graphic-Design-FID-2017.pdf
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Thesis
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