The story against smoking: An exploratory study into the processing and perceived effectiveness of narrative visual smoking warnings
| Autor: | Joëlle Ooms, Carel Jansen, John Hoeks |
|---|---|
| Přispěvatelé: | Discourse and Communication (DISCO) |
| Rok vydání: | 2019 |
| Předmět: |
Persuasion
Health (social science) INTENTIONS media_common.quotation_subject Applied psychology Exploratory research Effectiveness 050801 communication & media studies emotions smoking Education 03 medical and health sciences health warnings pictures 0508 media and communications 0302 clinical medicine narratives Slogan MESSAGES Narrative 030212 general & internal medicine METAANALYSIS media_common fear appeals IDENTIFICATION ADVERTISEMENTS textual 05 social sciences PERSUASION Fear appeal TRANSPORTATION ADULT SMOKERS Pictorial stimuli Health promotion visual Psychology RESPONSES Audience response |
| Zdroj: | Health Education Journal, 79(2), 166-179. SAGE Publishing |
| ISSN: | 1748-8176 0017-8969 |
| Popis: | Objectives:This study compared the effects of two types of health warnings on cigarette packages: ‘narrative visual warnings’, showing an image portraying people plus a corresponding slogan that could evoke a story-like interpretation, and ‘non-narrative visual warnings’ with non-narrative content (i.e. body parts). Moreover, the mechanisms underlying the effects of these health warnings were explored.Design:A within-participants experiment was conducted comparing narrative and non-narrative visual warnings. Path analyses were performed to investigate the relationship between the narrative concepts transportation and identification, the emotions evoked by the health warning and the perceived effectiveness of the message.Method:Participants ( N = 200) were presented with one narrative warning and one non-narrative warning. After each warning, they answered questions on narrative perception, transportation, identification, emotions and perceived effectiveness.Results:The narrative warnings were seen as more story-like than the non-narrative warnings. There was a statistical trend for narrative warnings to be perceived as more effective than the non-narratives. The narrative warnings caused more transportation, fear, sadness, compassion and anger; the non-narrative warnings evoked more disgust and surprise. For the narrative warnings, both narrative concepts of transportation and identification were directly related to perceived effectiveness, and also indirectly via sadness. For the non-narrative warnings, transportation was related to perceived effectiveness, both directly and indirectly via disgust.Conclusion:Seeing a story in a still picture with a slogan helps to increase the effectiveness of the antismoking message. Both narrative and non-narrative visual warnings may persuade receivers directly, but also by the evoking of emotions, although the specific emotions responsible for the persuasive effects may differ. |
| Databáze: | OpenAIRE |
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