Promoting public health messages: Should we move beyond fear-evoking appeals in road safety?
Lewis, Ioni M., Watson, Barry C., White, Katherine M., & Tay, Richard S. (2007) Promoting public health messages: Should we move beyond fear-evoking appeals in road safety? Qualitative Health Research, 17(1), pp. 61-74.
Road traffic injury represents one of the most significant global public health issues of the 21st century. It remains a contentious public and empirical issue the extent that negative, fear-evoking messages represent effective persuasive strategies. Despite the contention, negative, fear-based appeals represent a frequently utilized approach in Australasian road safety advertising. The authors conducted a series of focus groups with 16 licensed drivers to explore the potential utility of appeals to emotions other than fear. More specifically, we sought to explore the utility of positive emotional appeals such as those incorporating humor. The themes emerging from the qualitative analysis suggested that both emotion and the provision of strategies represent key components contributing to the overall persuasiveness of a road safety advertisement. Overall, it appears there is support for researchers and health advertising practitioners to provide further attention to the role that positive emotional appeals may play in future campaigns.
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|Item Type:||Journal Article|
|Keywords:||public health advertising, road safety advertising, role of emotion, positive, IHBI, emotion, response efficacy, persuasion|
|Subjects:||Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700)|
|Divisions:||Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
|Copyright Owner:||Copyright 2007 Sage Publications|
|Copyright Statement:||The final, definitive version of this article has been published in Qualitative Health Research 17(1):pp. 61-74. © <SAGE Publications Ltd|
|Deposited On:||16 Feb 2007|
|Last Modified:||29 Feb 2012 13:34|
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