LVR – 27 januari 2011 – conferentiepresentatie

Rhetoric in Society III
26-28 januari 2011, Antwerpen

27 januari – 16.55 u –  The rhetoric of visual information about medicines
Karel van der Waarde, Avans University of Applied Sciences, Netherlands

Samenvatting presentatie van lector Karel van der Waarde:
“The visual presentation of information about medicines does not seem to persuade patients to use medicines effectively. A rhetorical analysis shows that the current regulatory system and its writing-, designing-, and testing processes prevents the development of information about medicines that is suitable and appropriate for patients. The practical development, different stakeholders and their relations, and visible results were used as a basis for interviews with patients. These interviews show that several assumptions hamper the development of appropriate and convincing visual arguments. Package inserts and medicine packaging seem to ignore the rhetorical principles of effective communication. In order to inform patients about their medicines it seems essential to develop ‘visual arguments’ that apply a combination of ‘visual logic’ (= graphic elements and their relations), ‘visual rhetoric’ (= a visual strategy) and ‘visual dialectics’ (= relations between stakeholders).”

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