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Pest infestation is a common enough problem of civilized life in cities. Ever since the tale of the Pied Piper of Hamlin the profession of pest controllers has had a bad reputation. Especially in Germany this negative image is a problem. In other countries, for example the USA or Southern Europe, the perception of the pest controller is more natural. In these countries the usefulness of the profession is emphasized. Americans, much more than Germans, seem to realize that, if the pest controller comes preventively on a regular basis, you won’t need to worry about cockroaches crawling over your salad. This dissertation aspires to change people’s attitude toward pest controllers. It is a campaign informing people through various media about what pest controllers can do for them, attacking prejudices in order to create a more positive and humorous image of pest controllers. The aim of the campaign is to convey humorously that a normal person cannot adequately deal with innumerable cockroaches, rats, mice or moths – but is not left in the lurch by the pest controller. The concept envisages eight two-page advertisements, eight posters and various articles of merchandise.
Bergische Universität Wuppertal