Message Testing of Three Ethical Approaches to Health Promotion: Paternalism, Liberalism, and Empowerment

Title
Message Testing of Three Ethical Approaches to Health Promotion: Paternalism, Liberalism, and Empowerment
Author
Thomas Britten Hove
Issue Date
2015-01
Publisher
한국광고홍보학회
Citation
한국광고홍보학보, v. 17, NO 1, Page. 167-192
Abstract
This paper examines audience assessments of public service announcement (PSA)messages that exemplify three ethical approaches to health promotion: paternalism,liberalism, and empowerment. An exploratory message evaluation study using anantismoking PSA was conducted online among 384 South Korean adults and analyzedto pursue three objectives: first, to determine how people evaluated each message’seffectiveness
second, to determine how people evaluated each message’s ethicality
third, to determine whether the three message types interact with individualdifferences in smoking status, paternalism, and self-efficacy. Repeated-measuresAnalysis of Variance (ANOVA) indicated that audiences rated the liberal messagehighest in both effectiveness and ethicality. However, no interaction effects werefound. Implications are discussed regarding health message design and the publicperception of health promotion. It is suggested that health promoters might securepublic approval of their communication efforts as long as they provide neutrallyinformative messages that avoid directing people to take specific actions.
URI
http://hdl.handle.net/20.500.11754/34233
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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