This paper utilizes rhetorical analysis and feminist semiotic methodology to examine an anti-trafficking Public Service Announcement video produced in the United Kingdom and widely distributed online for a global audience. Rhetorical analysis necessitates looking not just at the meanings and possible interpretations of a communicated message, but also at the creators' intent and the effect of the message through actual - or potential - audience response. All of these sites of meaning and interpretation are examined in this research project, and the author concludes with several guidelines for future anti-trafficking mass media campaigns, as well as suggestions for further research, specifically audience studies. © The Author(s), 2012.

visual rhetorics PSAs rhetorical analysis Semiotics Trafficking

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