Peer reviewedERIC Number: EJ571520
Record Type: Journal
Publication Date: 1997
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0738-3991
EISSN: N/A
Available Date: N/A
Effective Communication: Perception of Two Anti-Smoking Advertisements.
Montazeri, Ali; McEwen, James
Patient Education and Counseling, v30 n1 p29-35 Jan 1997
Two antismoking advertisements produced in Scotland, one using a fear appeal, the other a positive image, were compared using an interview questionnaire. Subjects' (N=394) preferences and advertising effectiveness were studied. Findings are discussed in terms of psychosocial theories, and a "Preference Model" is proposed. (Author/EMK)
Descriptors: Advertising, Attitudes, Foreign Countries, Health Education, Health Promotion, Prevention, Smoking
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom (Scotland)
Grant or Contract Numbers: N/A
Author Affiliations: N/A
