#TANDPASTASMIL

Signe Stagaard Larsen, Nicolaj Hahn Pedersen, Michelle Aakjær Boisen, Julie Rønn Jensen, Stine Costa Jakobsen & Mark Stig Dobbs Jackson

Studenteropgave: Semesterprojekt

Abstrakt

This paper seeks to produce a campaign video, focused on getting young Danish people be-tween the age of 18 to 25 to brush their teeth twice a day. A study conducted by Voxmeter in 2015 concludes that only 3 out of 4 in the age of 18-25 brush their teeth twice a day. We find this a problem and we wish to determinate whether it is a communication problem or an al-ternative problem. Our campaign video is supported by theories from numerous theorists. Our foundation for the campaign video is based on Preben Sepstrup, his persuasion theory and his model of the communication process. Alongside Sepstrup, we have used Henrik Dahl and Sven Windahl to segment our audience, to further our understanding about their habits and their way of life. These theorists have helped us to understand, that elements of fear are not a proper way to reach our audience. Instead, we have used elements of humor, which we have learned is a much better tool to reach the audience. Within the theory of science, our starting point is the behaviouristic point of view while we later on in the paper adopt a constructivistic point of view in connection with producing the campaign video and making the interview with our audience. As inspiration we have used the ‘Kun med kondom’ campaign video and analyzed it, as well as our own campaign video, with cinematic effects and semiotics. We have emphasized Roland Barthes denotation and connotation, as well as the importance of sound and lightning. After handing in this paper, we wish to share our campaign video on Facebook and analyze the comments and shares we might get. Furthermore, we wish to make an interview in order to see the effect our campaign video might have had on our audience.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
SprogDansk
Udgivelsesdato21 dec. 2015
VejledereSine Carlsen

Emneord

  • Kampagneproduktion
  • Tandpastasmil
  • Tandbørstning
  • Kommunikation