• Communication through Advocacy Advertising for Public Health Promotion

    Author(s):
    MAHENDRA KUMAR PADHY
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2014
    Group(s):
    Communication Studies, Cultural Studies, Digital Humanists, Feminist Humanities, Medical Humanities
    Subject(s):
    Medical policy, Medical ethics, Journalism, Communication, Digital communications
    Item Type:
    Article
    Tag(s):
    Advocacy advertising, advertising campaign, anti-smoking, fear appeal, Health policy, Digital communication
    Permanent URL:
    http://dx.doi.org/10.17613/b46h-ev20
    Abstract:
    This research work is an investigation into the reception of anti-smoking advertisements that make use of “fear appeals”. The objective of the research is to bring audience perceptions, interpretations and making sense processes of such advertising campaigns to the limelight. Instead of measuring effects or effectiveness of anti-smoking messages using shocking images, this project has at its basis the assumption of an active audience that interprets, makes sense and decodes media texts in various ways. Research methods used in this study are qualitative by nature. Research findings show that the prospective audience champion the use of anti-smoking advertisements and see the use of fear appeals as a one-way road to drawing the audience’s attention, they nevertheless perceive these communication efforts in a highly individualized manner, resisting to advertising techniques of persuasion and showing signs of desensitization towards fear appeals. Findings show that advocacy advertising using fear appeals are always decoded within the wider media context and the identity of smokers themselves often nourished by media representations of smoking, which plays an role in the way the audience gives different interpretations and relates to these messages.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    1 year ago
    License:
    All Rights Reserved
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