概括
商业广告通过围绕个人价值观构建信息来吸引受众,与牙科公共服务公告 (PSA) 不同. 用情绪驱动因素重新构建牙科PSA可以改善口腔健康行为促进.
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:
- 牙损是一个重要的全球健康问题.
- 媒体广告影响了与口腔卫生和糖消费有关的行为.
- 商业广告中的信息框架得到了充分的研究,但其在牙科健康公共服务公告 (PSA) 中的使用却不太了解.
研究的目的:
- 用信息框架理论分析牙健康PSA和商业广告.
- 确定框架策略,以增强观众参与牙科健康信息传递.
主要方法:
- 系统的YouTube搜索四个类别的广告:牙科产品,巧克力,苏打水和牙科健康PSA.
- 分析广告承诺,支持元素和核心价值观.
- 商业广告和牙科健康PSA之间的框架策略的比较.
主要成果:
- 商业广告使用了多样化的框架,专注于与成功,自由和社会接受等价值观相关的情感吸引力.
- 牙健康PSA主要使用具有教育内容的健康相关信息.
- 商业广告展示了更有效的观众参与策略.
结论:
- 牙健康PSA可能因其依赖于理性,以健康为重点的上诉而效率较低.
- 商业广告通过围绕个人或社会价值观构建信息来实现更高的参与度.
- 重构牙健康PSA以包括情绪驱动因素并与受众价值观保持一致,可以增强它们对口腔健康行为的影响.
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