Promoting Public Health Messages: Should We Move Beyond Fear-Evoking Appeals in Road Safety
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Description
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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ID Code: | 5140 | ||||||
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Item Type: | Contribution to Journal (Journal Article) | ||||||
Refereed: | Yes | ||||||
ORCID iD: |
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Measurements or Duration: | 14 pages | ||||||
Keywords: | Positive Emotion, Public Health Advertising, Response Efficacy, Road Safety Advertising, Role of Emotion | ||||||
DOI: | 10.1177/1049732306296395 | ||||||
ISSN: | 1049-7323 | ||||||
Pure ID: | 33719176 | ||||||
Divisions: | Past > QUT Faculties & Divisions > Faculty of Health Past > Institutes > Institute of Health and Biomedical Innovation Current > Research Centres > CARRS-Q Centre for Future Mobility |
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Copyright Owner: | Consult author(s) regarding copyright matters | ||||||
Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||||
Deposited On: | 16 Feb 2007 00:00 | ||||||
Last Modified: | 01 Jul 2024 15:01 |
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