Audira Articles

Views, insight, perspectives, and commentary on hearing care.

We reap what we show – Part 2

We reap what we show

 In We Reap What We Show: Part 1 we saw how the hearing healthcare profession has been basing its marketing assumptions on a series of self-perpetuating myths.

In this article we are going to look at some more "fit-for-purpose" guidelines on the type of imagery we should be using in hearing healthcare marketing and campaigns, together with an introduction to the evidence-based rationale behind them.

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We reap what we show — Part 1

Reap what we show with stereotypes

Have you ever wondered what type of images we should be showing in our marketing and hearing healthcare messages?

Whilst it very much depends on the particular context and response we are aiming to evoke, there are some fundamental principles we need to consider here, principles grounded in the way the human mind works.

When people are formulating their perceptions and attitudes towards hearing, they do so by drawing on information that springs most readily to mind. Think how easy it is to recall images, and we quickly see why it's important we get our imagery right.

This series of two articles will explain how.

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Why it’s imperative we re-define the word ‘deaf’

What is the definition of the word deaf?

How would you explain the meaning of the word ‘deaf’?

The question is immensely important because how we answer it has a direct effect on our messages, which in turn affect Society’s attitudes towards hearing and deafness. The problem is that we are currently using the term ambiguously, which leads to mixed messages and confusion – both of which are counterproductive.

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