Social Campaigns : Art of Visual Persuasion. Its Psychology, Its Semiotics, Its Rhetoric

What is a Social Campaign?
Creating a campaign is a creative and technical process where areas of Art
and Science come together. Aspects of the visual language meet the know-ledge and scientific research results of social science. This thesis will mainly focus on non-profit, social, information campaigns developed by government or non-governmental organizations fighting for human rights-, and envi-ronmental issues, and against poverty and violence or encouraging in public health and security.

We see continuing campaigns which try to convince people to quit smoking, to reject drugs, to practise safer sex, to avoid alcohol abuse, to stop discrimi-nation and aggression or just to educate. The communicative aim of these campaigns can be on the one hand to break down an undesired behaviour, as for example behaviour, which harms the health (smoking, drinking), the environment (pollution, global warming) or affects others in society (sexual abuse, violence). On the other hand behaviour can be stimulated which is desirable (use condoms, do not drink and drive) for your own life or the society in general. A social campaign is a large-scale attempt to communicate  ideas and practices through mass media and interpersonal communication.

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MA Thesis
Marc Andrews


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