Resumen

AMALUISA RENDON, Alexandra Katherine  y  AMALUISA RENDON, Paulina Magally. The visual image as a key element to inform the population about COVID-19 in South America. Zincografía [online]. 2022, vol.6, n.12, pp.181-200.  Epub 06-Feb-2023. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v6i12.138.

The objective of the research is to recognize the importance of visual communication in the prevention of COVID-19 through a bibliographic review of the visual image as a key element to inform the population about COVID-19 and an analysis of the images used in some of advertising campaigns in South America with a qualitative approach. The results show that the advertising campaigns carried out by each of the Ministries of Public Health at the South American level have common characteristics in relation to the positive, short and clear messages that are transmitted, as well as the use of simple figurative images, thick typography and contrasting color. When pretending that the messages influence the behavior of people, the resource of empathic imagination is important, that is, that the individual or public to whom it is addressed connects more closely with the message that is wanted to be expressed by reflecting and identifying with another person with similar characteristics. The video format is a very important resource when it comes to sharing this type of information. In fact, the printed or digital visual image is an efficient and ideal communication tool to transmit all kinds of essential information, especially in times of crisis, as is the case of the pandemic unleashed by COVID-19.

Palabras llave : digital; icon; illustration; infographic; user.