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PubMedDate not supplied

The effectiveness of same-sex versus opposite-sex role models in advertisements to reduce alcohol consumption in teenagers.

The differential effectiveness of same- versus opposite-sex role models in persuading teenagers to reduce alcohol consumption was investigated. Based on an actual set of commercials, four 1-min videos were constructed, in which either boys or girls discuss how alcohol adversely affects either boys or girls. These were shown to either teenage boys or girls, resulting in a 2(Sex of Source) x 2(Sex of Subjects [Ss]) factorial design. Ss rated the credibility of the source, the persuasibility of the message, said how much and how often they drank currently, and whether they intended to decrease their future alcohol consumption. Three studies were conducted, in a coeducational (N = 95), boys' (N = 98), and girls' (N = 102) school, respectively. The overall pattern in the data showed that as predicted, same-sex role models were more effective, and that moderate drinkers were more influenced than heavy drinkers; both findings having implications for teenage health education campaigns.

Adolescent↗
PubMed2005

Direct-to-consumer advertising via the Internet: the role of Web site design.

BACKGROUND: Recent attempts to propose criteria for judging the quality of pharmaceutical and healthcare Web sites do not distinguish between attributes of Web site design related to content and other attributes not related to the content. OBJECTIVES: The Elaboration Likelihood Model from persuasion literature is used as a framework for investigating the effects of Web site design on consequents like attitude and knowledge acquisition. METHODS: A between-subjects, 2 (high or low involvement)x2 (Web site designed with high or low aspects of visual appeal) factorial design was used in this research. RESULTS: College students were randomly assigned to these treatment groups yielding a balanced design with 29 observations per treatment cell. Analysis of variance results for the effects of involvement and Web site design on attitude and knowledge indicated that the interaction between the independent variables was not significant in both analyses. Examination of main effects revealed that participants who viewed the Web site with higher visual appeal actually had slightly lower knowledge scores (6.32) than those who viewed the Web site with lower visual appeal (7.03, F(1,112)=3.827, P=.053). CONCLUSIONS: Results of this research seem to indicate that aspects of Web site design (namely aspects of visual appeal and quality) may not play a role in attaining desired promotional objectives, which can include development of favorable attitudes toward the product and facilitating knowledge acquisition.

Adult↗
PubMed2006

[Blood transfusion and advertising].

The Red-Cross and Red-Crescent International Museum has been owning from 1995 a collection (series) of 12,000 posters coming from the International Federation of the Red-Cross and Red-Crescent National Societies. These posters are dedicated to the prevention of diseases and health promotion. Blood donation is featured everywhere in this package. While the interpretation of the whole set is underway, this article presents some of these topics based on the display of some ten posters.

Advertising↗