This memo analyzes the design decisions behind three visual communication pieces created for a Six Flags press release promoting new haunted houses inspired by "The Conjuring" and "Saw X." The paper examines how ethical standards — including accuracy, intellectual property, and accessibility — guided the development of an infographic, internal presentation, and video script. Drawing on semiotics, the Narrative Paradigm theory, and visual hierarchy principles, the memo justifies each creative choice with reference to established communication scholarship. Best practices in infographic design, interactive presentations, and narrative-driven video scripting are discussed in the context of reaching journalist, employee, and consumer audiences.
The development of the infographic, presentation, and video script for Six Flags' new haunted houses inspired by The Conjuring and Saw X was guided by a commitment to ethical standards, effective communication theories, and best practices in message delivery. These elements are crucial in ensuring that the visual communications not only convey the intended message but also resonate with the target audience while adhering to the ethical norms of the field.
Ethical considerations played a pivotal role in the creation of these pieces. The infographic, for instance, was designed with a strong emphasis on accuracy and honesty, in line with the PRSA Code of Ethics (PRSA, Inc., 2023). The information presented was sourced directly from the Six Flags press release, maintaining the integrity and trustworthiness of the content. Additionally, the inclusion of direct links to Six Flags' social media and official website in the infographic promoted transparency, allowing the audience to seek further information and verify the content independently.
In terms of communication theory, the design and content of the visual pieces were heavily influenced by semiotics and the Narrative Paradigm theory. The effectiveness of message delivery was also a key consideration. The visual hierarchy and design of the infographic were carefully crafted to ensure that the audience could easily navigate through the information. The use of bold colors and distinct sections ensured that the message was not only delivered effectively but was also engaging. This approach is supported by best practices that emphasize the importance of understanding and catering to the audience's interests (Pera & Viglia, 2016). The design and content were tailored to appeal to the target audience — in this case, thrill-seekers and horror movie fans.
The infographic was designed with a strong emphasis on accuracy and honesty, which are essential ethical considerations in public relations. Maintaining the integrity of the content not only upheld the trustworthiness of the piece but also built credibility with the journalist audience, who rely on accurate information for their reporting.
For the internal presentation, ethical considerations included using images, pictures, and logos for which the organization had obtained permission. This aligns with the ethical standard of not misappropriating or misrepresenting visual elements, a key aspect of ethical visual communication (Cairo, 2014). The presentation was carefully crafted to include only those visual elements owned by Six Flags or for which appropriate permissions were obtained, ensuring respect for intellectual property rights.
In the video script, a key ethical consideration was ensuring accessibility for a wide range of audiences. This meant providing a transcript for the video — a best practice in terms of inclusivity and one that aligns with the ethical responsibility of making information accessible to all, including those with hearing impairments (Page & Duffy, 2021). By including a transcript, the video became more accessible and ensured that the message reached a broader audience in an ethical manner.
The infographic leveraged semiotics — the study of signs and symbols and their use or interpretation. As noted by Page and Duffy (2021), semiotics is crucial in visual communication because it helps convey complex messages quickly and effectively. The infographic utilized recognizable symbols from The Conjuring and Saw X to instantly connect with the journalist audience, who are familiar with these popular cultural references. This use of semiotics ensured that the infographic was not only informative but also engaging and relevant to the audience's interests and experiences.
The video script was structured around the Narrative Paradigm theory, which posits that humans are natural storytellers and that effective communication often takes the form of a narrative (Page & Duffy, 2021). The script told a story of excitement and thrill associated with the new haunted houses, engaging the consumer audience by placing them within the narrative. This approach is supported by research indicating that narratives are highly effective in persuasion, especially in marketing and public relations (Pera & Viglia, 2016). By framing the information as a story, the video script was more likely to resonate with and be remembered by the audience.
The internal presentation employed visual hierarchy and design theory to effectively communicate with the employee audience. According to Cairo (2014), visual hierarchy is essential in guiding the viewer's attention and ensuring that the most important information stands out. The presentation used a clear visual hierarchy to highlight key points, making it easier for employees to understand and retain the information. This approach aligns with the principle that well-structured visual information can significantly enhance comprehension and recall (Page & Duffy, 2021).
The incorporation of interactive elements — such as clickable visuals and animated effects — was also a deliberate choice, adhering to best practices in presentation design. Research by Page and Duffy (2021) suggests that interactive elements in presentations can significantly enhance engagement and retention of information. By including these elements, the presentation was made more engaging for the employee audience, thereby increasing the likelihood of effective message delivery.
"Design hierarchy guiding employee audience comprehension"
"Industry best practices for data visualization and narrative video"
Pera, R., & Viglia, G. (2016). Exploring how video digital storytelling builds relationship experiences. Psychology & Marketing, 33(12), 1142–1150.
PRSA, Inc. (2023). PRSA Code of Ethics. Public Relations Society of America.
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