Vill du vara en bra eller dålig människa? : En kritisk visuell retorikanalys av UNHCR:s övertygelsestrategier i reklamfilmer om flyktingkrisen i Ukraina

Sammanfattning: It’s significant for charities to incorporate persuasion strategies into their communication to create engagement and encourage donations. This is especially important in circumstances of war due to the millions of people who are forced to flee and need emergency assistance. UNHCR is currently located in the war-torn area of Ukraine and needs support to continue their humanitarian aid. Thus, this study aims to examine how the UNHCR uses persuasion strategies in their advertisements concerning the refugee crisis in Ukraine to prompt donations. The object of the study causes the following research questions: What persuasion strategies does UNHCR use to generate contributions through commercials related to the refugee crisis in Ukraine? In which way are the three pisteis of rhetoric: logos, ethos, and pathos, used? What meaning can the commercials be seen communicating on a manifest and latent level?  As the study focuses on different ways of convincing, rhetorics as a theoretical framework becomes natural to use. The classical and visual rhetoric thus serve as a support in the critical visual rhetoric analysis carried out in the study. A generic targeted selection has been used to select and analyze four commercials from the UNHCR's YouTube channel. The results show that UNHCR frequently uses rhetorical means to persuade donations, including the three pisteis of rhetoric and other persuasion strategies that appear mainly at a latent level.