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"Creativity and visual communication as innovative educational tools for sustainable development and sustainable tourism" SOCIAL COMMUNICATION lesson by Sara Bigazzi


What’s Social  Communica%on?   a  theore%cal  frame  


Social Communica%on  is   a communication which promotes for the collective’s sake a piece of information partially controversial about topics of shared interest


Unbiased

not one single

but the point of

point of view

view of the entire collectivity


Social Communica%on  is   a communication which promotes for the collective’s sake a piece of information partially controversial about topics of shared interest

?


Because   there  are  few  topics  that     don’t  show  any  divergent     point  of  view  


Topics &  Values   It can occur that social communication faces some controversial topics (even partially), which underlie some values, that are socially accepted and widespread.


SOCIAL COMMUNICATION

>> to promote a socialshared value Public or private source

ADVOCACY

vs

>> to plead for something from a biased point of view Only private source


i.e.

vegetarian

against meat-eaters

ADVOCACY


SOCIAL COMMUNICATION

a. Properly social communication

c. Social responsability communication

b. Public utility communication


a.  PROPERLY SOCIAL COMMUNICATION >> shared and common values >> both private and public sources


Public source against car accidents

PROPERLY SOCIAL COMMUNICATION


Public source against child abuse

PROPERLY SOCIAL COMMUNICATION


b. PUBLIC SERVICE COMMUNICATION >> info about public utilities >> both private and public sources


The citizen has an increasing demanding attitude towards the public utilities (such as: welfare, public transportation,‌)

Public utilities must be well-designed and delivered but also well-communicated and promoted


 To communicate is a need of all the players that offer public utilities, in order to satisfy the information need of the users/citizens.


fonte pubblica PUBLIC UTILITIES COMMUNICATION


c. SOCIAL RESPONSABILITY COMMUNICATION >> private interests in behalf of the whole society >> private sources


GOLIA BIANCA HEINEKEN

SOCIAL RESPONSABILITY COMMUNICATION


When we talk about sources‌ >> public sources 1. Governement, Local Governement, City, ‌

>> private sources 2. ONG, Non-profit organizations 3. Private corporates


To sum up…


  UNBIASED AND SHARED INTEREST   3 KIND OF SOCIAL COMMUNICATION   3 KIND OF SOURCES (public or private)


There is a further tripartition, according The aims and the relationship among   sender (who’s talking)   receiver (who’s listening)   beneficiary (who’s the final addressee of the social-action)


SOCIAL COMMUNICATION

a. Social call

c. Edu-communication

b. “Making aware” communication


a. SOCIAL CALL

sender receiver

beneficiary

fund-raising – importance of the source reliability


Social Call Fund Raising for the Cancer research


b. “MAKING AWARE” COMMUNICATION beneficiary sender receiver

direct involvement


“making aware” communication


c. EDU-COMMUNICATION

sender

receiver beneficiary

direct call – positive behaviours


Edu-communication


Let’s make a try… Look at the following adv and select the right answer among:

o  Social call o  “Making aware” communication o  “Edu-communication


?


What is  a  communica%on  mix?  


Communica6on &  Adver6sing    in  many  people’s  mind  communica%on  is  synonimous   of  adver%sing   but   Adver6sing  and  communica6on     do  not  mean  the  same  thing  


Communica6on &  Adver6sing   Adver6sing   is   just   one   of   the   possibile   expressions   of   communica6on  

with the   term   Communica%on   we   intend   every   single   ac%on   aimed  to  promote  something  to  somebody  


It’s all  visual  communica6on   There are different kind of visual communication tools print ads

posters

commercial

Visual Communication videoclip

newsletter catalogues

leaflet

web-site Printed material

The advertising agency usually distinguish among ABOVE THE LINE e BELOW THE LINE


It’s all  visual  communica6on   print ads

posters

commercial ABOVE THE LINE

VISUAL COMMUNICATION videoclip

BELOW THE LINE newsletter catalogues

leaflet

web-site printed material


ATL &  BTL   Above  the  Line  (ATL)   Below  the  Line  (BTL)   They  come  from  the  journalis%c  slang.   They  point  at  the  higher  or  lower  visibility  of  paper  news,   according  to  their  posi%on  in  the  page:   >>  Above  the  line:  the  superior  part  of  the  newspaper,  the  one   you  can  see  at  the  newspaper  stand,  even  when  it’s  folded;   >>  Below  the  line,  the  part  under  the  folded  line.  


Above the  line  

Above the  line  is  the  tradi%onal  non-­‐direct   advertsing  of  print,  Tv  and  Radio   Commercial,  printed  ads,  posters   (tradi'onal  media  –  mainstream)  


Below the  line  

Below the  line  is  adver%sing  that  uses     non-­‐mainstream  media  as  a  support   Catalogues,  direct  mail,  liVle  posters,  brochures,   leaflets,  newsleVers,…   (more  direct,  more  focused  on  target,  lower  cost)  


The internet     To   tradi%onal   media   (such   as   tv)   and   non-­‐mainstream   support   (i.e.  brochure),  came  out  the  world  of  new  media       Nowadays,  the  trend  is  to  shiZ  from  tradi%onal  and  generalis%c   media  to  more  focused  and  individual  media     Among  these,  the  internet  is  the  most  effec%ve  and  immediate  


Serve yourself   It’s  like  a  TOOLBOX   Every  tool  is  useful,   But  you  don’t  need  to  use  them  all   Built  up  your  best  mix   According  to  your  goals     and  target  


Tools specifics  

Visual communica%on  tools  vary  in  terms  of  costs,  and  of  target   coverage.  


Tv commercial  


Printed ads  


Posters Standard  outdoor  posters  sizes  (sta%c  or  scrolling/changing  posters)   >>  70x100  cm   >>  100  x  140  cm   >>  140  x  200  cm    

maxi size  6x3m    or  bigger  (giant/supersite  posters)   Transport  posters  (bus/train  shelter  ads,  exterior  bus-­‐side  ads,    


Catalogues Â


Web  adver6sing   A web banner is a form of adv on the web that entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image often employing animation, sound, or video to maximize presence. Images are usually either wide and short, or tall and narrow.


Web 2.0   Web  1.0  

Web 2.0  


Alterna6ve marke6ng   Alterna%ve  marke%ng  promotes  cuPng-­‐edge  and  out  of  the  box  tools,   to  take  distance  from  the  classic  communica%on  media,  that  are  weak  in   their  effec%veness  

3d street art by Edgar Muller for Austria Brand


Last but not least: the visual identity


Visual iden6ty  

Dis6nc6ve and  clear  iden6ty  is  fundamental  in  promo%on/ communica%on   Key  elements  of  an  iden%ty  are      Logotype      ins%tu%onal  colours   Together  with  some  recurrent  graphic  elements  such  as  leSering,   frames,…  


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Creativity and visual communication as innovative educational tools for sustainable development ...  

Creativity and visual communication as innovative educational tools for sustainable development and sustainable tourism

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