Boer Henk, Ter Huurne Ellen, Taal Erik
Department of Communication Studies, Faculty of Behavioral Sciences, University of Twente, Enschede, The Netherlands.
Cancer Detect Prev. 2006;30(5):432-8. doi: 10.1016/j.cdp.2006.06.001. Epub 2006 Oct 31.
The effect of public service announcements aimed at promoting primary prevention of skin cancer may be limited by superficial cognitive processing. The use of both pictures and textual arguments in sun protection public service announcements were evaluated for their potentially beneficial effects on judgment, cognitive processing and persuasiveness.
In a 2 x 2 factorial experimental design individuals were shown public service announcements that advocated the advantages of sun protection measures in different versions in which a picture was present or not present and a textual argument was present or not present. The 159 participants were randomly assigned to one of four conditions. In each condition, participants were shown 12 different public service announcements designed according to the condition. Participants judged each public service announcement on attractiveness, credibility, clarity of communication and the required amount of reflection. After the judgment task, they completed a questionnaire to assess knowledge, perceived advantages and disadvantages of sun protection and intended use of sun protection measures.
Pictures enhanced attractiveness, but diminished comprehension. Textual arguments enhanced attractiveness, credibility and comprehension. Pictures as well as textual arguments increased knowledge of sun protection measures.
Pictures and textual arguments in public service announcements positively influence the individual's perception of the advantages of sun protection methods and the advantages of their adoption.
旨在促进皮肤癌一级预防的公益广告效果可能会受到表面认知加工的限制。对防晒公益广告中图片和文字论据的使用进行了评估，以探讨它们对判断、认知加工和说服力的潜在有益影响。
采用2×2析因实验设计，向个体展示不同版本的倡导防晒措施优点的公益广告，这些版本有的有图片，有的没有图片，有的有文字论据，有的没有文字论据。159名参与者被随机分配到四种条件之一。在每种条件下，向参与者展示根据该条件设计的12条不同的公益广告。参与者对每条公益广告的吸引力、可信度、沟通清晰度和所需思考量进行评判。在评判任务之后，他们完成一份问卷，以评估防晒知识、对防晒利弊的认知以及防晒措施的预期使用情况。
图片增强了吸引力，但降低了理解度。文字论据增强了吸引力、可信度和理解度。图片和文字论据都增加了对防晒措施的了解。
公益广告中的图片和文字论据对个体对防晒方法优点及其采用优点的认知有积极影响。
