AbstractsBusiness Management & Administration

Drunk Driving Campaign

by Klara Elisa Vogel




Institution: Roskilde University
Department:
Year: 2014
Keywords: Drunk driving; Young; Campaign; Preben Sepstrup; Focus group interview; Bente Halkier; Kvale; life situation; information need
Record ID: 1122001
Full text PDF: http://rudar.ruc.dk/handle/1800/16178


Abstract

This project evaluates a communication product, consisting of three flush-ad posters against drunk driving. The target group of this campaign is young men in the ages 18-22 in the outskirts of Denmark. The project's scientific theoretical approach is phenomenology which will give insight in the target groups life situation, furthermore the social constructivist perspective is used to understand the target group's opinions in relation to product and subject drunk driving because of the interactions that occur in the focus group interviewers. The evaluation of the product took place through two focus group interviews and the conducted data, was analysed through Preben Sepstrups theories; Conditions of recipients and Focus points of the communication process in order to da target group analysis and an evaluation of the product.