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https://etd.cput.ac.za/handle/20.500.11838/2446
Title: | The interpretation of visual cues on billboards in urban and periurban areas : a semiotic analysis | Authors: | Debarry, Olivia Samantha | Keywords: | Billboards;Advertising, Outdoor;Visual communication;Semiotics | Issue Date: | 2016 | 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. | Description: | Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2016. | URI: | http://hdl.handle.net/20.500.11838/2446 |
Appears in Collections: | Graphic Design - Master's Degrees |
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File | Description | Size | Format | |
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201100916-Debarry-Olivia-Samantha-Mtech-Graphic-Design-FID-2017.pdf | Thesis | 4.41 MB | Adobe PDF | View/Open |
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