AbstractsCommunication

swAgFRICA

by Ignatius Kusuma




Institution: Roskilde University
Department:
Year: 2014
Keywords: Communication; audience reception
Record ID: 1120673
Full text PDF: http://rudar.ruc.dk/handle/1800/15470


Abstract

This project report investigates how a fictional communication product for the Red Cross, is received by the target group 16 - 25 year olds. A poster with the message “Help ‘swag up’ Africa by donating your clothing to Red Cross!” is tested through a quantitative vox pop as well as qualitative focus group interviews in order to investigate whether or not it is possible to successfully market the serious matter of charity, in this ironic manner. Based on the analytical findings from the vox pop and interviews it is argued that it is possible, as more than 65% of our target group understand the message and like the style of the poster. Furthermore, it is concluded that the target group prefers the happy and ironic expression in the poster to traditional charity campaigns.