English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 89327/119107 (75%)
Visitors : 23829523      Online Users : 182
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/57101
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/57101


    Title: Strategic and Ethical Issues in Antismoking Message Development: How U.S. Public Health Campaigners Conceptualize Efficacy and Ethicality
    Authors: Cheng, I-Huei
    Lee, Seow Ting
    鄭怡卉
    Contributors: 政大廣告系
    Keywords: social marketing;antismoking ads;health messages;media
    Date: 2012-10
    Issue Date: 2013-03-08 15:08:36 (UTC+8)
    Abstract: Although there is literature discussing how social marketing and campaign planning steps can instruct health communicators to develop their work, the documentation of the planning process of antismoking campaigns is very limited. The purpose of the study is to fill in the gap with empirical findings that are focused on the development of antismoking messages and explore the strategic and ethical issues that public health campaigners are confronted with. A total of 22 public health officials and advertising agency professionals in the United States were interviewed about their experiences in conceptualization, production, and dissemination of antismoking messages. In a structured interview format with open-ended questions, interviewees were encouraged to talk at length and share their views. The conversations were audiotaped with permission, and the transcripts were systematically analyzed to yield a rich tapestry of anecdotes, metaphors, and pontifications grounded in interviewees' experiences. The findings indicated a strong diversity in the interviewees' approaches to tobacco control messages, despite the overt reliance on research to conceptualize effective messages. The reasoning regarding the use of emotion appeals, such as fear tactics, involves personal judgments and orientation on the value of health campaigns, along with assessments of local political and socio-culture atmosphere. In sum, these findings confirm the strategic importance of audience research and shed light on the implicit process in the development of antismoking messages, and the ethical dimensions identified in the current study further set forward the issues of ethical advocacy in future tobacco control programs.
    Relation: International Journal of Health Promotion and Education, 50(5), 238-250
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/14635240.2012.723373
    DOI: 10.1080/14635240.2012.723373
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML1380View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback