Unformatted text preview: Health messages Health messages Do “fear appeals” work? Do “fear appeals” work? Cigarette warning labels Cigarette warning labels 1960s: 1980s: “Caution – cigarette smoking may be hazardous to your health.” “The Surgeon General has determined that cigarette smoking is dangerous to your health.” “Smoking by pregnant women may result in fetal injury, premature birth, and low birth rate.” “Smoking causes lung cancer, heart disease, emphysema, and may complicate pregnancy.” Lowthreat Ads Mild fear Perceived invulnerability, denial of threat, no plan for action Highthreat Ads Strong fear Perceived high vulnerability, high tension, cognitive
defenses LBJ’s “Daisy ad” in 1964 “Just Say No” antidrug campaign
Didn’t provide kids with an effective way of resisting peer pressure INEFFECTIVE FEAR APPEAL (Green & Brock, 2000) Narra...
View Full Document
- Fall '09
- Cigarette warning labels