The Struggle for Meaning: A Semiotic Analysis of Interpretations of the Lovelife His&Hers Billboard Campaign

Through utilising semiotics and a qualitative research approach the purpose of this enquiry is to test the meanings and interpretations that the target audience interacting with loveLife billboards ascribes to the brand, and the messages and the extent to which this assists in developing a national discourse around the issue of adolescent sexual behaviour in South Africa.

Table of Contents

The Billboards - Images

Introduction

Semiotics - the study of Signs

Billboards as a Medium

The use of outdoor media by LoveLife

Branding

Talk About it - The LoveLife pay off line

• Thetajunction
• The LoveLife billboard messages and graphics

Hypothosis and Research Methodology

Findings

Bibliography

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This research was conducted under the supervision of the Graduate Programme in Cultural and Media Studies and as part of the requirements for a BA (Hons) Degree in Cultural and Media Studies at the University of Natal, South Africa. The views and opinions expressed herein are based on research undertaken and do not reflect the opinions or views of any organisation to whom the author may be professionally connected. Persons wishing to provide comments or who would like to request further information can contact: rdelate@hotmail.com.

Many people commented and provided inputs to this paper however the greatest thanks has to be expressed to the participants who participated in the focus groups for sharing in a frank and open manner their views and opinions on the topic being researched. A word of appreciation is also expressed to the Headmasters and staff of the four participating schools for agreeing to allow me to use the school premises for the undertaking of the research and for assisting in the identification of the participants. I would also like to express my appreciation to the Mpumalanga Department of Education, who assisted in identifying the school in Mpumalanga that participated in this study. A huge thanks to Robin Piennaar who assisted with notetaking during the focus group discussions and Terri Collins of the UNFPA/DFID Adolescent Reproductive Health Programme who provided constant encouragement and outstanding support and guidance throughout. To all the staff at loveLife, particularly David Harrisson and Judie Nwokedi-Fortuin who constantly provided me information on the loveLife programme on a regular basis. A great word of appreciation also to Tony Davidson of the Outdoor Advertising Association of South Africa and Max de Jongh of Corpcom for their contributions and insight on the use of the outdoor media. I would also like to thank UNAIDS staff for their comments and inputs into this paper. My family, especially my sister Jacqueline Duarte whose experiences in the outdoor media greatly contributed to this paper. My friends, especially Hayley Reid, without whom many of this would not have been possible. Lastly to my Supervisor, Warren Parker, whose insight, expertise and encouragement was hugely appreciated.