This project is an evaluation of the communication product KØB DANSK, MAND! a consumer guidance campaign about pesticide residues in fruit and vegetables. The target group of this campaign is men between 30-40 years old living in Copenhagen. Through qualitative interviews we seek to evaluate the product by examining the target group, their consumption habits, and considerations related to food. Furthermore we study the reception of the product in order to understand how to communicate this message to this target group. The empirical data is analysed and discussed through campaign and communication theory by Preben Sepstrup & Pernille Fruensgaard Øe (2013) and Bente Halkiers (2001; 2010) theories on consumption practises related to food risks. The qualitative approach of this project is based on phenomenology. We find that the communication product lacks information to convince our target group of its message. Using ‘man-to-man communication’ on a subject that concerns both male and female consumers is unsuccessful. In closing, we find that consumer guidance campaigns about food risks face a challenge because consumption of food is characterised by ambivalences and is therefore complex.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||2 jun. 2014|
|Vejledere||Tine Mark Jensen|