• Henrik Brunsgaard Christensen
4. term, Communication, Master (Master Programme)
People generally have a positive and open attitude towards organ donation, but unfortunate-ly, there seems to be an incongruity between attitude and the actual behavior of signing up for organ donation, which causes the death of individuals who, has an urgent need for organ transplantation. Through a literature review this thesis shows a lack of research, which inves-tigates existing organ donation campaign’s cover of how the aesthetic and stylistic dimensions affect the receiver and the intention to donate organs in a positive manner. Through a qualita-tive case study, this thesis seeks to answer how the “successful” organ donation campaign ‘Livet som gave’ had a positive effect on the receiver regarding signing an organ donor card. The aim of this thesis is to contribute with knowledge that in the future can be used in the development of organ donation campaigns. A comparative analysis will be included to estab-lish analytic generalization.

The focus of the analysis is defined by different approaches. One approach is to use a directed content analysis approach. This analysis is based on the past organ donation research includ-ing social psychological perspectives. The aim of the directed content analysis is to detect as-pects in the campaign that indicates whether ‘Livet som gave’ was successful. A second ap-proach to the analysis of ‘Livet som gave’ is defined by including Jørgen Stigel’s research of commercials and aesthetics. Using this knowledge the aim is to analyze the text on different levels in the TV-commercial, leaflet and the webpage. The purpose of this analysis is to ana-lyze whether the aesthetic and stylistic dimension of ‘Livet som gave’ had a positive or nega-tive influence on the overall success of the campaign.

The conclusion suggests that there seems to be a synergy in ‘Livet som gave’ that is enlight-ened through different types of cross-media communication. Furthermore, the conclusion shows several indications that support the successfulness of the campaign ‘Livet som gave’. Aspects like altruism, information about organ donation, pathos and highlighting the im-portance of talking with relatives about organ donation all seem to have a positive effect on the decision of organ donation. The testimonials included in the campaign can also have a pos-itive effect on the individual’s subjective norm. This also supports the claim that the campaign ‘Livet som gave’ actually was successful. The stylistic and aesthetic dimension of the campaign indicates that the metonym relation between picture, sound, and text highlight some im-portant messages in the campaign. There also seems to be a lot of repetition that often is used to appeal to pathos. Death is often referred to with antitheses, litotes and euphemisms. This can be a way to overcome the death barrier, which often has a negative effect on individuals’ decision of organ donation. The comparative analysis indicates that altruism and testimonials, which appeals to the subjective norm, can be aspects that have a positive influence on the in-dividual’s intention to sign up for organ donation in ‘Livet som gave’. Future work should con-tinue to replicate the analysis of ‘Livet som gave’ with other organ donation campaigns.

Publication date24 May 2017
Number of pages77
ID: 258094666