«Med din støtte» En komparativ analyse av Redd Barnas virkemidler i kampanjer rettet mot nye og faste givere.

Abstract

The humanitarian field has grown rapidly over the last century and is constantly changing. The technological development has led to both limitations and opportunities for humanitarian communication. This assignment is a multimodal rhetorical text analysis of Save the Children's campaigns aimed at new and regular donors. It looks at the various tools used to influence the recipient to provide financial support for the organization's cause. The study combines theoretical perspectives from rhetoric, semiotics, PR, Strategic Communication and the humanitarian field to discuss the tools used in thecampaigns and the cultural context that provides them with guidelines.The analysis is divided into two parts and addresses the tools used in campaigns whose goal is to acquire financial support. It first examines the use of tools in each individual campaign. The findings show that campaigns aimed at new donors use the shock effect appeal and what we can call strong appeals, while the campaigns aimed at regular donors use positive-image appeal and what we will call weak appeals. It then examines how thecampaigns use different approaches based on different target groups. The analysis provides an insight into the similarities and differences in the campaigns. The study gives the reader a holistic understanding of strategies and tools used in humanitarian communication.