Özet:

The communicative campaigns carried out in the field of health draw attention in the context of raising awareness, prevention, reducing risks and solving existing problems. The basic functions of health communication such as attracting attention, raising awareness and influencing attitudes are closely related to the field of public relations. Health communication campaigns that design the language, discourse and content of communication with a focus on public benefit. In this context, health communication campaigns can activate semiotic memory when it comes to problems that directly affect daily life, such as obesity. Health communication campaigns on obesity are valuable in order to analyze the social background of the problem and its effect on visual and social perception. In this direction, posters on obesity in the digital environment are evaluated within the framework of semiotic analysis, which is a “sign system” and “co-production of meaning.” According to the results of the research, signs framing obesity and obese individuals through stereotypes target children and their parents. Also signs stand out with their minimalist design, metaphoric codes and negative emotion signified. Signs that position obesity as body-centered and try to explain it through commodities support the effort of attracting public attention or raising awareness with a cultural background.

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