University of Twente Student Theses
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Exploring the Impact of Persuasive Communication Design on Overconsumption of Clothing through Animated Storytelling
Kampshoff, G. (2025) Exploring the Impact of Persuasive Communication Design on Overconsumption of Clothing through Animated Storytelling.
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| Abstract: | Overconsumption of clothing, driven by fast fashion and social media, is a growing environmental and ethical concern. This thesis explores how animated storytelling can be used to reduce clothing overconsumption among high-consuming young adults. Two short videos were created using different persuasive framings: one with a positive, gain-framed message and one with a negative, loss-framed message. Both videos followed the same narrative structure and were tailored towards short-form platforms such as TikTok and Instagram. To evaluate their impact, participants (ages 18-30) were shown one of the two videos, followed by a survey and an interview. The results showed that both videos were emotionally engaging and had a clear message. The gain-framed video was perceived as upbeat, and seemed to be more effective on viewers who were already somewhat aware on sustainable fashion practices. The loss-framed video resulted in stronger emotional reactions and was more effective in raising awareness among less informed viewers. The videos did not consistently lead to a clear intention to change behavior. Several design requirements were only partially met, which may have limited the persuasive impact. This research highlights the potential of short-form animated storytelling as a communication tool for changing behavior in clothing consumption. |
| Item Type: | Essay (Bachelor) |
| Faculty: | EEMCS: Electrical Engineering, Mathematics and Computer Science |
| Subject: | 02 science and culture in general |
| Programme: | Creative Technology BSc (50447) |
| Link to this item: | https://purl.utwente.nl/essays/107722 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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