Please use this identifier to cite or link to this item: 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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