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
Other Titles
건강 캠페인에 대한 세 가지 윤리적 접근방법 연구 : 가부장주의, 자유주의, 권한부여
Author
백혜진
Keywords
health promotion; message evaluation; ethics; paternalism; liberalism; empowerment; 건강 캠페인; 헬스 프로모션; 메시지 평가; 가부장주의; 자유주의; 권한부여; 설득윤리; 메시지 효과성; 윤리성
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
URI
http://hdl.handle.net/20.500.11754/34268
DOI
10.16914
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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