Visual literacy in images used for medical education and health promotion

Visual literacy and semiotic principles are widely used in the production of commercial promotional material but virtually ignored in health promotion campaigns. This paper reports a study in which three health promotion campaigns were evaluated against a nine-point framework based on semiotic princ...

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Bibliographic Details
Published in:Journal of audiovisual media in medicine 2002, Vol.25 (1), p.16-23
Main Author: Finan, Nicola
Format: Article
Language:English
Subjects:
Cognition
Education, Medical
Focus Groups
Health Promotion
Humans
Medical Illustration
Photography
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Summary:Visual literacy and semiotic principles are widely used in the production of commercial promotional material but virtually ignored in health promotion campaigns. This paper reports a study in which three health promotion campaigns were evaluated against a nine-point framework based on semiotic principles. Using focus group methods the campaigns were further analysed for success in achieving their objectives of gaining and retaining attention, as well as delivering the intended message. On the evidence obtained, the correlation of the framework principles and effectiveness of the campaigns suggest that semiotic principles justify a higher profile in the design of health promotion material. The same may equally apply to other forms of visual presentation in the medical environment.
ISSN:0140-511X
1465-3494
DOI:10.1080/0140511022011837X