Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions?
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40589 |
Resumo: | Because non-profit agencies mostly rely on financial support from donors, they implemented creative ways to gain audience’s attention and thus donations. Shock advertising, as in the use of graphic and explicit images is a technique that has been used for a long time in the non-profit field. However, over time, the use of images such as starving and dying children, has started to draw criticism and has become a relevant theme in the public debate around representation. The purpose of this dissertation is to analyse in depth the current advertising of Save the Children, an international leading non-profit organisation, and measure the impact of such advertising in terms of audience’s perceptions, attitudes and feelings. In order to conduct this study, a theoretical framing on post-colonial studies has been illustrated and a mixed methods approach has been implemented, specifically both a Critical Discourse Analysis and a survey has been employed. The findings are consistent in saying that recent advertising from Save the Children is able to promote a narrative based on the “Us versus Them” approach and that such approach when it comes to advertising is not favourable in terms of audience’s perceptions, specifically for what concerns general attitudes, feelings and perceptions but also for what concerns the willingness to donate and to engage with the organisation. |
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Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions?Non-profit advertisingRepresentationPost-colonialismShock advertisingDomínio/Área Científica::Ciências Sociais::Ciências da ComunicaçãoBecause non-profit agencies mostly rely on financial support from donors, they implemented creative ways to gain audience’s attention and thus donations. Shock advertising, as in the use of graphic and explicit images is a technique that has been used for a long time in the non-profit field. However, over time, the use of images such as starving and dying children, has started to draw criticism and has become a relevant theme in the public debate around representation. The purpose of this dissertation is to analyse in depth the current advertising of Save the Children, an international leading non-profit organisation, and measure the impact of such advertising in terms of audience’s perceptions, attitudes and feelings. In order to conduct this study, a theoretical framing on post-colonial studies has been illustrated and a mixed methods approach has been implemented, specifically both a Critical Discourse Analysis and a survey has been employed. The findings are consistent in saying that recent advertising from Save the Children is able to promote a narrative based on the “Us versus Them” approach and that such approach when it comes to advertising is not favourable in terms of audience’s perceptions, specifically for what concerns general attitudes, feelings and perceptions but also for what concerns the willingness to donate and to engage with the organisation.Como as organizações sem fins lucrativos dependem principalmente do apoio financeiro de doadores, têm implementado maneiras criativas de atrair a atenção do público e, portanto, doações. A publicidade de choque, nomeadamente o uso de imagens gráficas e explícitas, é uma técnica que vem sendo utilizada há muito tempo no mundo das organizações sem fins lucrativos. No entanto, com o passar do tempo, o uso de imagens com crianças famintas e moribundas passou a receber críticas e tornou-se um tema relevante no debate público em torno da representação. 2 O objetivo desta dissertação é analisar em profundidade a publicidade atual da Save the Children, uma proeminente organização sem fins lucrativos de âmbito internacional, e medir o impacto dessa publicidade em termos das percepções, atitudes e sentimentos do público. Para realizar este estudo, estabeleceu-se um enquadramento teórico sobre os estudos pós-coloniais e implementou-se uma abordagem de métodos mistos, nomeadamente uma análise crítica do discurso e uma pesquisa. Os resultados mostram sistematicamente que a publicidade recente da Save the Children é capaz de promover uma narrativa baseada na abordagem “Nós versus Eles”, o que, quando se trata de publicidade, não é favorável em termos da percepção do público, especificamente no que respeita às atitudes, sentimentos e percepções gerais, mas também no que concerne à vontade de doar e de se envolver na organização.Pereira, Ana Catarina Valdigem JacintoVeritati - Repositório Institucional da Universidade Católica PortuguesaSuriani, Chiara Giulia Valeria2023-03-22T01:30:26Z2023-03-102022-092023-03-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40589TID:203247922enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:08Zoai:repositorio.ucp.pt:10400.14/40589Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:18.464695Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? |
title |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? |
spellingShingle |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? Suriani, Chiara Giulia Valeria Non-profit advertising Representation Post-colonialism Shock advertising Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
title_short |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? |
title_full |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? |
title_fullStr |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? |
title_full_unstemmed |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? |
title_sort |
Save the children’s shock advertising : how does it affect the audience’s feelings and perceptions? |
author |
Suriani, Chiara Giulia Valeria |
author_facet |
Suriani, Chiara Giulia Valeria |
author_role |
author |
dc.contributor.none.fl_str_mv |
Pereira, Ana Catarina Valdigem Jacinto Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Suriani, Chiara Giulia Valeria |
dc.subject.por.fl_str_mv |
Non-profit advertising Representation Post-colonialism Shock advertising Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
topic |
Non-profit advertising Representation Post-colonialism Shock advertising Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
description |
Because non-profit agencies mostly rely on financial support from donors, they implemented creative ways to gain audience’s attention and thus donations. Shock advertising, as in the use of graphic and explicit images is a technique that has been used for a long time in the non-profit field. However, over time, the use of images such as starving and dying children, has started to draw criticism and has become a relevant theme in the public debate around representation. The purpose of this dissertation is to analyse in depth the current advertising of Save the Children, an international leading non-profit organisation, and measure the impact of such advertising in terms of audience’s perceptions, attitudes and feelings. In order to conduct this study, a theoretical framing on post-colonial studies has been illustrated and a mixed methods approach has been implemented, specifically both a Critical Discourse Analysis and a survey has been employed. The findings are consistent in saying that recent advertising from Save the Children is able to promote a narrative based on the “Us versus Them” approach and that such approach when it comes to advertising is not favourable in terms of audience’s perceptions, specifically for what concerns general attitudes, feelings and perceptions but also for what concerns the willingness to donate and to engage with the organisation. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09 2023-03-22T01:30:26Z 2023-03-10 2023-03-10T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
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publishedVersion |
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http://hdl.handle.net/10400.14/40589 TID:203247922 |
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http://hdl.handle.net/10400.14/40589 |
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TID:203247922 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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