印刷广告中的模特儿的性别和名人地位的影响 促进身体活动的广告
Ho Keat Leng1, Denise Yap2, Lishanth Thangavelu2
1University of Georgia, Athens, GA, USA.
Journal of physical activity & health
|August 26, 2023
概括
对于身体活动的印刷广告在使用非名人男性模特时更有效. 这种方法增加了男性受访者报告的参与体育活动的意图.
科学领域:
- 公共卫生 公共卫生
- 卫生沟通健康沟通
- 行为科学 行为科学
背景情况:
- 公共卫生倡议旨在提高人口体育活动水平.
- 健康促进活动的有效性可以受到广告设计的影响.
- 在广告中优化视觉元素对于公共卫生信息至关重要.
研究的目的:
- 为了确定在印刷体育活动广告中的模型特征是否会影响其有效性.
- 调查模型性别对广告参与度和报告的体育活动意图的影响.
- 评估名人认可是否影响体育活动广告的说服力.
主要方法:
- 为了测试广告的有效性,进行了两项实验.
- 实验1:比较没有模型,女性模型和男性模型组 (n=75).
- 实验2:比较体育名人模型和未知运动员模型组 (n=59).
主要成果:
- 有模特儿的广告吸引了更多的关注.
- 男性受访者与男性模型的身体活动意图更高.
- 以非名人运动员为特色的广告比以体育名人为特色的广告更有效.
结论:
- 非名人男性模特在印刷体育活动广告中最有效.
- 模特的性别和名人地位显著影响健康促进信息的有效性.
- 在广告中定制模型选择可以提高公共卫生运动的结果.
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