控烟视频广告的恐惧诉求效果评估——基于焦点小组访谈的定性分析

发布时间：2018-06-02 17:14

本文选题：控烟广告 + 恐惧诉求　；参考：《中国健康教育》2017年09期

【摘要】：目的探讨恐惧诉求程度不同的控烟视频广告对青年人群的影响,尤其是对烟民与非烟民,男性与女性的效果差异。方法在北京某高校,运用焦点小组访谈法了解青年人群对恐惧诉求程度不同的控烟视频广告的接受度,听取其对控烟传播的建议。结果 4个控烟视频广告中,88%的受访者认为C片恐惧诉求程度最高,但被60.9%的受访者认为恐惧诉求程度最低的B片被认为最适合在中国大面积投放;对青年非烟民来说,控烟视频广告的恐惧诉求程度越高,促进烟草行为改变的效果越好;对青年烟民来说,控烟视频广告的效果不显著。结论控烟传播应针对烟民与非烟民群体进行分别设计,还要考虑青年人群的性别与性格特征;控烟传播的重点应该放在非烟民群体;控烟传播应使用包括恐惧诉求在内的多种诉求手段。
[Abstract]:Objective to explore the effect of video advertising with different degree of fear appeal on young people, especially on smokers and non-smokers, male and female. Methods in a university in Beijing, focus group interviews were used to find out the acceptance of tobacco control video advertisements with different demands for fear among young people, and to listen to their suggestions on tobacco control transmission. Results among the 4 tobacco control video advertisements, 88% of the respondents thought that C film had the highest level of fear appeal, but 60.9% of the respondents thought that B film, which had the lowest degree of fear appeal, was considered to be the most suitable for large scale distribution in China. The higher the level of fear appeal, the better the effect of promoting tobacco behavior change; for young smokers, the effect of tobacco control video advertising is not significant. Conclusion the communication of tobacco control should be designed separately for smokers and non-smokers, and the gender and personality characteristics of young people should be considered, and the focus of tobacco control transmission should be on non-smokers. Tobacco control should be spread using a variety of means, including fear appeal.
【作者单位】：中国人民大学新闻学院;中国人民大学公共管理学院;
【分类号】：F713.8;G206

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