Text analysis of billboards and infographic graphics advertising COVID-19 on promoting preventive behaviors and taking vaccination against the coronavirus pandemic and investigating the opinions of the Iranian adult population
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Summary
This summary is machine-generated.Effective health advertising uses specific language elements like metaphors and inclusive pronouns to encourage preventive behaviors and vaccination. This approach integrates medical information with motivational factors for better public engagement during health crises.
Area Of Science
- Health Communication
- Medical Sociology
- Public Health Advertising
Background
- Advertising is crucial for health centers to foster positive public attitudes towards preventive measures and vaccination.
- This study analyzes health-related advertising for coronavirus disease (COVID-19) to improve public health messaging.
Purpose Of The Study
- To conduct a text analysis of billboards and infographics promoting preventive behaviors and vaccination against COVID-19.
- To provide solutions and models for effective health information and advertising strategies.
Main Methods
- A mixed-methods approach combining qualitative content analysis and quantitative surveys.
- Analysis of 33 advertising billboards and infographics using Fairclough's three-dimensional discourse analysis.
- Online survey with 350 participants (aged 18-70) to assess audience reception, with validity confirmed by experts and reliability at 0.968 (Cronbach's alpha).
Main Results
- Linguistic components such as "live metaphors," the pronoun "we," "collocation and reference," and "attitude markers" significantly impact audience engagement.
- These language elements demonstrate considerable power in motivating the public to adopt preventive behaviors.
- Language in health advertising reflects societal culture, opinions, and needs, highlighting the importance of integrating medical information with motivational linguistic factors.
Conclusions
- Appropriate medical advertising discourse and communication strategies enhance public participation in epidemic control.
- Effective health communication during epidemics should align with the public's everyday language and thought processes.
- Metaphorical and ironic language holds significant potential for influencing health behaviors and increasing public awareness, aiding in epidemic consequence management.
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