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The efficacy of graphic imagery in HIV/AIDS prevention campaigns : a case study of lovelife outdoor material

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dc.contributor.advisor De Lange, R.
dc.contributor.author Ojo, Olutunmise Adesola
dc.contributor.other Central University of Technology, Free State. School of Design Technology and Visual Art
dc.date.accessioned 2014-10-13T11:28:58Z
dc.date.available 2014-10-13T11:28:58Z
dc.date.issued 2009
dc.identifier.uri http://hdl.handle.net/11462/119
dc.description Thesis (M. Tech.) - Central University of Technology, Free State, 2009 en_US
dc.description.abstract The aim of health communication campaigns and visual communication material (VCM) is to positively influence audience health behaviour and attitude. VCM has been used in this respect effectively as a vehicle to convey information about HIV/AIDS over the past three decades. It has been used to promote health knowledge and awareness in order to reduce the transmission of the virus. The aim of this study was to determine the efficacy of graphic imagery in HIV/AIDS VCM. To realise this aim, the researcher set the following objectives: * To review relevant literature in order to isolate key features and process those that communicators must consider/follow when developing HIV/AIDS VCM; * To determine the comprehension of selected outdoor HIV/AIDS messages, the graphics used in these messages, illustration preferences, and an evaluation of the self-efficacy of selected loveLife outdoor visual messages; and * To propose a model that communicators can use as a guideline when developing VCM. The outcome of the review suggests a compilation of features, design guidelines and variables that may contribute to the effectiveness of VCM. The results of the empirical study indicate that suitable graphic imagery fosters message comprehension, while inappropriate imagery inhibits comprehension, and realistic and appropriate imagery is preferred to abstract and representational imagery. Familiar images can contribute towards improved comprehension of HIV/AIDS messages. These findings also gave birth to the proposed ‘O’ communication model, which is a reflection of the results of the empirical study. en_US
dc.format.extent 3 730 202 bytes
dc.format.mimetype application/pdf
dc.language.iso en_US en_US
dc.publisher [Bloemfontein?] : Central University of Technology, Free State
dc.subject Central University of Technology, Free State - Dissertations en_US
dc.subject HIV (Viruses) - Graphic methods en_US
dc.subject AIDS (Disease) - Graphic methods en_US
dc.subject HIV (Viruses) - Prevention en_US
dc.subject AIDS (Disease) - Prevention en_US
dc.subject Image analysis en_US
dc.subject Visual communication en_US
dc.subject Posters en_US
dc.subject Signs and signboards en_US
dc.subject Dissertations, academic - South Africa - Bloemfontein en_US
dc.subject Lovelife campaigns en_US
dc.title The efficacy of graphic imagery in HIV/AIDS prevention campaigns : a case study of lovelife outdoor material en_US
dc.type Thesis en_US
dc.rights.holder Central University of Technology, Free State

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