Abstract
Unfortunately, literacy rate in Pakistan according to Pakistan Social
and Living Standards Measurement Survey (PSLM) in 2012 was
60% which went down to 58% in 2013-14. Promotion of Primary and
Secondary Education has been the principal and priority agenda of
political parties, non-governmental organizations as well as civil
society organizations in Pakistan. Media is considered the most
powerful tool in disseminating and promoting public welfare
agendas. Zara Sochiye (Think About It) campaign launched by Geo
TV, is taken as a case study, using Rhetorical Triangle method as
well as Semiotic Analysis techniques the study tries to identify the
potential appeals of advertisement that are likely to have a
significant impact on stakeholders for prioritizing education and
motivating public to gain education. The findings of the study show
that if emotional and rational appeals of advertisement are used in
balance and equilibrium is maintained between script and frames
shown, then a good advertisement can be produced which
ultimately adds in the popularity of the campaign.
Sabahat Afsheen, Dr. Abida Eijaz. (2017) What makes an educational advertisement campaign successful: A case study of Zara Sochiye , Journal of Media Studies, Volume 32, Issue 2.
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