Thesis (BA Communication Arts) -- University of the Philippines Mindanao, June 2015

Despite its strenuous attempts, Davao Music Nation, an organization that advocates the promotion of local independent music, was still unable to market and meet its events? three main objectives ? to expand audience, increase membership and embark upon corporate sponsorships. If this persists, the organization feared that it might have to cease operations soon. Building on this, the study was created. The principal focus of the dissertation was the production of a teaser campaign to promote the major events of Davao Music Nation. It was comprised of three stages ? the pre-production, production and post-production. Pre-production was basically the formative evaluation phase where series of in-depth interviews with key informants was conducted. Then, grounding on the tenets of Uses and Gratification Theory, the needs and preferences of the target audiences were identified through conducting a formative survey. Results mainly showed that a teaser campaign in the form of video poses a great potential in the context of marketing music-oriented events as it can be accompanied with background music, aesthetically augmented through different camera techniques and applied with varying treatments. When presented using the slice-of-life or bandwagon propaganda strategy, it was found that a teaser campaign is perceived as more engaging. The study used these primary findings as a reference on how Semiotics is applied in the interplay of visual and sound elements, and thus appear more engaging to the public.