Thesis, Undergraduate (BA Communication Arts) -- U. P. in Mindanao

This study is a content analysis of the 13 official posters of ?Davao: Life is Here? tourism campaign. It aimed to identify what approaches were used in the ad for the public. Furthermore, it also analyzed how the ads present and affect Davao's image/position/status as a city. First, a research on the selling image of Davao ( the 11 reasons why life is here and 10 reasons why invest in Davao) were measured using the quality of life indicators in which the results showed that Davao is worthy of its claim Life is Here?. After proving that Davao is worthy of using its city branding ?Davao: Life is Here?, all the data were used to further evaluate ?Davao: life is here? 13 posters. The researcher evaluated and analyzed Davao City's current tourism campaign through its 13 posters by recalling and using these following visual guides: Dillion Writing in Images (2007) ? was used to determine the whole relationship of the text and images of the posters: whether it has stable relations or unstable relations. Timothy Samara (2007) proposed twenty rules in graphic design ? was used in scrutinizing the visual design elements of the posters. Jib Fowles?s (1996) proposed key questions in analyzing ads ? was used to further evaluate the posters? content. Lasswell's Communication Model? was used to derive conclusions about the wholeness of Davao's branding.