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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.
Mohamadpour et al., BMC Public Health 2024
<!– DOI: 10.1186/s12889-024-18135-3 //–>
https://doi.org/10.1186/s12889-024-18135-3
This study investigates the effectiveness of advertising billboards and infographics in promoting preventive behaviors and vaccination against COVID-19 in Iran, using a combination of qualitative and content analysis. The research analyzed 33 advertisements collected from various sources between February 19, 2020, and December 30, 2022, applying Fairclough’s three-dimensional discourse analysis theory. An online survey further assessed public opinion, involving 350 participants aged 18 to 70, based on Cochran’s formula. The study found that linguistic elements such as “live metaphors,” the pronoun “we,” “collocation and reference,” and “attitude markers” significantly impact audience engagement with preventive measures. The research highlights the importance of integrating medical information with motivational linguistic factors to enhance public participation in epidemic control. The findings underscore the potential of metaphorical and ironic language in influencing health behaviors and suggest that effective health communication during an epidemic should resonate with the public’s ways of thinking and speaking. The study’s reliability was confirmed with a Cronbach’s alpha coefficient of 0.968, indicating a high level of consistency in the measurement.