© John Hubley & June Copeman 2013 Chapter 8 Print Media © John Hubley & June Copeman 2013

Definitions Literacy: The ability of people to make sense of the printed word Readability: The extent to which the meaning of a piece of writing can be understood. Readability depends on the choice of words, length of sentences and complexity of ideas Legibility: The ease by which letters and words in text can be recognized – it depends on the choice of font, size of the type and how clearly it has been printed Literacy: The ability of people to make sense of the printed word Readability: The extent to which the meaning of a piece of writing can be understood. Readability depends on the choice of words, length of sentences and complexity of ideas Legibility: The ease by which letters and words in text can be recognized – it depends on the choice of font, size of the type and how clearly it has been printed

Leaflets can be: Left in doctors’ surgeries Displayed in prominent places in shops Distributed in pay packets Given out in the street Put in people’s letterboxes Can give further details Can be distributed through clinics, electricity bills, wage packets Must be easy to read Must be pre-tested

Evaluating a leaflet For which type of target audience is the material suitable? What is the message conveyed by the material? Is it easy to understand?

Evaluating a leaflet Does the material take into account current government policy? Does it reflect recent overviews of scientific thinking? If there is a controversy about any issue, is it acknowledged?

Evaluating a leaflet Is the material suitable for the intended users? What level of understanding is needed? Is the layout and presentation appropriate?

Evaluating a leaflet Is the name and address of the producers and sponsor clearly displayed? Date of publication? Are logos and trade names used sparingly?

Visual Communication and Visual Literacy Visual literacy: The ability of people to understand pictures and illustrations using different graphic formats Well shown pictures or diagrams enhance the visual quality of print media, arouse interest and attract attention, and convey meanings and ideas.

Wall charts – can provide further information if placed in a convenient place

Teaching packs These can provide a lot of information, including lesson plans and supporting materials to encourage consistent messages to be given in training sessions

Comic strips Comics often use humour to transfer ideas and information. It is important to ask if it is relevant to the intended audience.

A good poster should: be attractive e eye-catching have strong colours have interesting content to attract attention carry a clear message be appropriate for its audience

Pre-testing Understanding (both pictures and words) Relevance For: Understanding (both pictures and words) Relevance Acceptability Attracting attention

Pre-testing Show samples of materials to intended target group and ask questions Can you read back the content of the leaflet? Is there anything you do not understand? Is there anything that you do not like? Is there additional information that you would like to have?

Distribution of leaflets and other print materials How will the leaflets and other materials be distributed to reach the target audience? How many leaflets do you need? What mechanisms are in place to restock supplies as the leaflets are distributed?

Monitoring of usage of print materials How many leaflets were given out? Did they reach the target audience? How was the written information distributed to the target audience – where, when and by whom? Did the different professionals find the information useful? What mechanisms are in place to review the materials?